摘要： 【目的】分析学术期刊微信公众平台自定义菜单应用现状，挖掘存在的问题，指出设置原则与优化方向。【方法】 以533种CSSCI（2014—2015）来源期刊为研究对象，采用普查法逐个实名核查，建立自定义菜单数据库，梳理存在的诸多问题。【结果】 98种期刊开通了自定义菜单，84种期刊同时开通了一级菜单与二级菜单，整体应用水平偏低。此外，存在菜单数量少，缺乏与其他媒体融合，菜单名称含义不清，菜单实用性低，栏目功能设置欠佳等突出问题。【结论】 以功能性、美观性、实用性、匹配性、便捷性为指导原则，按照具体的优化方向完善自定义菜单建设，有利于提升自定义菜单功能与价值，推动学术期刊微信公众平台发展。

Abstract: ［Purposes］ This paper analyzes the present application situation of the custom menu of the Wechat public platform, and excavates the existing problems. Then, it points out the setting principle and optimization direction. ［Methods］ Taking CSSCI(2014-2015) source journals as an example, it used the census method to verify them one by one, and established a custom menu database. Then, it sorted out the problems. ［Findings］ There are 98 journals opening the custom menu function, and 84 journals opened first level menu and the second level menu at the same time. The overall application level is low. In addition, there are many problems, such as having less custom menus, lacking integration with other media, the unclear menu name, less practical menus, and poor column functions. ［Conclusions］It takes the principle of functions, aesthetics, practicality, matching and convenience to set the custom menu, and improves the construction of the custom menu in accordance with the specific optimization direction. It can help to enhance the function and value of the custom menu, and promote the development of academic journals’ Wechat public platform.