摘要：

【目的】了解学术期刊微信公众平台的传播特点及采用适宜形式,以促进传播效果最大化。【方法】以农业工程学报微信公众平台为案例,基于后台统计数据,分析平台用户关注和图文阅读情况。【结果】科研论文写作指导类、学报自身宣传类消息的图文转化率较高,根据论文内容所撰写的新闻通讯类消息以综合、土地和争鸣栏目的图文转化率较高;图文阅读渠道按阅读次数比例排序是：会话>朋友圈>其他>好友转发>历史消息。【结论】学术期刊微信平台较适宜的传播形式与措施主要有：将专业性强的学术内容以科普文章的形式传播;采用多图文发布形式;发布科研论文写作指导类消息,以及具有创新性、针对当前研究热点的科技消息等。

关键词: 学术期刊, 微信公众平台, 传播特点, 适宜应用形式, 农业工程学报

Abstract:

[Purposes]We aim to understand the micro channel public platform's propagation characteristics and adopt rational forms tomaximize the propagation effect.[Methods]By taking Transactions of the Chinese Society of Agricultural Engineering as a case study, and based on the statistical data at the backstage, users'attention and the graphic reading situation of the platform were analyzed.[Findings]The picture-text conversion rates for the news of the research paperw riting guidance and journals'propaganda were relatively high.The news based on the academic paper content, the columns of comprehensive research, land and contending had higher picture-text conversion rates; according to the proportion of reading times, graphic reading channels were sorted from high to low as follows：session>circle of friends>others>friend forwarding>history message.[Conclusions]The suitable forms and measures of the platform employment for academ ic journals are：taking the form of scientific popular articles to propagate the professional academic contents;adopting themulti-image-text form;the contents should be focused on the research paperw riting guidance and scientific and technological achievements which are innovative and aim at the current hot issues.

Key words: Academ ic journals, WeChat public platform, Propagation feature, Suitable application form, Transactions of the Chinese Society of Agricultural Engineering