互联网已经成为人们沟通交流必不可少的重要工具。它作为第四媒体已经凸显出强大的宣传效应。在这种形势下,各种期刊纷纷建立自己的网站以争取网络受众,提高期刊影响力。《中华消化外科杂志》从增加期刊网站的产品体验、增强期刊网站的可信度、意见领袖管理、负面口碑管理等方面实施品牌化策略。 The Internet has become an indispensable and important tool for people to communicate. As a fourth medium, it has highlighted a strong advocacy effect. In this situation, various journals have set up their own websites in order to win the audience on the Internet and improve the journal’s influence. Chinese Journal of Digestive Surgery implements the brand strategy from increasing the product experience of periodical websites, enhancing the credibility of periodical websites, opinion leader management and negative word-of-mouth management.