摘要：

【目的】调查传播力领先的学术期刊微信公众号的建设与传播策略,为学术期刊微信公众号的发展提供更具操作性的借鉴。【方法】以微信传播指数为标准,从已开通微信公众号的400种CSSCI来源期刊和694种CSCD来源期刊中,筛选出104个具有代表性的学术期刊微信公众号,总结其建设步骤与内容生产策略。【结果】学术期刊微信公众号在开通、维护和提升期对应着不同的建设目标,传播力领先的学术期刊微信公众号主要采用了学术文章的高级搬运工、科普知识的传播者、行业资讯的传声筒和综合内容的集成体4种传播策略。【结论】微信公众号的建设是不断积累与修正的过程,学术期刊应在明确公众号定位和目标用户的基础上选择适宜的传播策略,逐步提升期刊微信公众号的影响力。

关键词: 学术期刊, 微信公众号, 建设步骤, 内容生产

Abstract:

[Purposes] This study aims to explore the construction and dissemination strategies of WeChat official accounts of leading academic journals and provide practical suggestions for the development of WeChat official accounts of Chinese academic journals. [Methods] Based on WeChat propagation index (WCI), we selected 104 representative WeChat official accounts from 400 CSSCI source journals and 694 CSCD source journals which have opened the WeChat official accounts to summarize the construction steps and content producing strategies. [Findings] The WeChat official accounts of academic journals have different construction goals in the initial stage of operation, the daily maintenance period, and the promotion period. The leading WeChat official accounts of academic journals mainly adopt four kinds of communication strategies, including the senior porter of academic articles, the communicator of popular science knowledge, microphone of information, and the aggregation of multiple contents. [Conclusions] The construction of WeChat official accounts is a process of continuous accumulation and revision, in which academic journals should choose the appropriate communication strategy based on a clear platform positioning and target users, and gradually increase the influence of the platforms.

Key words: Academic journal, WeChat official account, Construction step, Communication strategy