Abstract:

In media convergence era， how academic journals face the challenges and grasp the new opportunities brought by media convergence becomes an issue which need solutions urgently， while endogenous development is the fundamental approach of transformation and optimization of academic journals.Literature review， interview and investigation methods are applied to collect materials， retrospect and summarization are produced based on detailed analysis and combined with existing researches， and countermeasures are brought forward from perspective of academic journals themselves. The opportunities and challenges brought by media convergence to academic journals are discussed in detail， and overall countermeasures and suggestions are proposed from four aspects of endogenous development according to it. Referencing train of thoughts is provided for the endogenous development of academic journals in media convergence era， and some referencing suggestions are also brought forward.