中国科技期刊研究 ›› 2018, Vol. 29 ›› Issue (7): 745-751.doi: 10.11946/cjstp.201802080133

• 能力建设 • 上一篇    下一篇

全媒体视域下科普期刊用户类别化运营机制探索

闫伟娜   

  1. 济南大学历史与文化产业学院,山东省济南市南辛庄西路336号 250022
  • 收稿日期:2018-02-08 修回日期:2018-05-05 出版日期:2018-07-15 发布日期:2018-07-15
  • 作者简介:闫伟娜(ORCID:0000-0001-8017-2141),硕士,副教授,E-mail:ave_yanwn@ujn.edu.cn。

Exploration of user category operation mechanism of popular science journals from the perspective of all-media

YAN Weina   

  1. School of History and Culture Industry, University of Jinan, 336 West Nanxinzhuang Road, Jinan 250022, China
  • Received:2018-02-08 Revised:2018-05-05 Online:2018-07-15 Published:2018-07-15

摘要:

【目的】 探索全媒体视野下我国科普期刊用户的互联网运营机制,为科普期刊全媒体转型提供可行策略。【方法】 运用案例研究和综合分析相结合的方法,从科普期刊全媒体转型的现实问题入手,以用户生态化构建与运营视角,综合运用杠杆化与数据化思维手段,探索科普期刊全媒体转型过程中的用户类别化运营机制。【结果】 全媒体视野下科普期刊用户运营应强调杠杆化思维、数据化思维和生态化思维,并将全媒体生态圈的用户细分为核心用户、活跃用户、典型用户和普通用户,依据用户特点进行有针对性的类别化运营,以实现用户价值的最大化。【结论】 全媒体视域下科普期刊应建立用户驱动与运营意识,并对全媒体用户进行精细化管理与维护,激发用户能动性,助力科普期刊全媒体运营。

关键词: 全媒体, 科普期刊, 用户驱动, 用户运营机制

Abstract:

[Purposes] This paper aims to explore the internet operation mechanism of the users of Chinese popular science journals from the perspective of all-media, and provide feasible strategies for the transformation of the all-media of popular science journals. [Methods] We used the method of case study and comprehensive analysis, started with the practical problems of the all-media transformation of popular science journals, and comprehensively used the leverage and data thinking to explore the all-media transformation of popular science journals in the process of user category operation mechanism from the perspective of the ecological construction and operation of users. [Findings] In the view of the all-media, the user operation of popular science journals should emphasize the thinking of leverage, data, and ecology. The users of the all-media ecosystem are subdivided into core users, active users, typical users, and ordinary users, and the categorized operations are carried out to achieve the maximum value of users according to the characteristics of users. [Conclusions] Popular science journals should build up the consciousness of driving and operating the users, manage and maintain the all-media users meticulously, stimulate the initiative of the users, and assist the all-media operation of the popular science journals.

Key words: All-media, Popular science journal, User driving, User operation mechanism