摘要： 目的 发现科技期刊微信公众号存在问题,总结可以借鉴的运营思路。方法 采取内容分析与定量研究的方法,选取具有代表性的4种科技期刊微信公众号进行分析。结果 通过对科技期刊公众号的研究,较为全面和客观的了解科技期刊微信公众号的运营现状。结论 国内科技期刊应重点从公众号的定位、制定KPI考核指标、建立专业运营团队和进行跨媒体资源整合4个角度入手,建立科学、有效地微信公众号运营模式。
关键词:
科技期刊,
微信公众号,
期刊运营,
实证研究,
微信
Abstract:
[Purpose] This paper figures out the prob1ems in sci-tech journa1s'Wechat pub1ic number so as to summarize the operating ideas we can 1earn from.[Methodology] This paper adopts the method of content ana1ysis and quantitative research;we se1ected four kinds of sci-tech journa1s'Wechat pub1ic numbers to ana1yze and research.[Findings] Through the research on the sci-tech journa1s,we understand the operation status of sci-tech journa1s Wechat pub1ic numbers comprehensive1y and objective1y.[Conclusions] The operation mode of Chinese sci-tech journa1s'Wechat pub1ic numbers shou1d focus on the pub1ic number positioning, estab1ishing KPIassessment indicators, estab1ishing professiona1operation teams and integrating cross-media resources.
Key words:
Scientifc journa1s,
Wechat,
Wechat pub1ic number,
Journa1s operations,
Empirica1Study
张艳萍. 科技期刊的微信公众号运营模式研究——基于4种核心科技期刊的量化分析[J]. 中国科技期刊研究, 2015, 26(5): 524-531.
ZHANG Yanping. Research on the operation mode of scientifc journals'W echat public number:Quantitative research on the four kinds of core scientifc journals[J]. Chinese Journal of Scientific and Technical Periodicals, 2015, 26(5): 524-531.