摘要： 目的 总结“中国国家地理”微信公众号运营特色及经验,为国内科普期刊微信公众号运营提供参考。方法 采取个案研究方法,对“中国国家地理”微信公众号进行分析、总结。结果 公众号功能设置、内容特色、营销方式和跨平台传播能力等是影响科普期刊微信公众号传播力的主要因素。结论 科普期刊微信公众号运营应优化微信公众号的结构与功能,高度重视微信公众号内容建设,重构媒体融合与盈利模式,增强内容IP的跨平台传播能力。

关键词: 科普期刊, 微信公众号, “中国国家地理”, 媒体融合, 互联网思维

Abstract: [Purposes] This paper summarizes the operational characteristics and experience of WeChat official account of Chinese National Geography, and provides reference for the operation of WeChat official account in domestic popular science journals. [Methods] By using case study method, this paper analyzed and summarized WeChat official account of Chinese National Geography. [Findings] The function setting, content characteristics, marketing methods, and cross-platform communication ability are the main factors that affect the dissemination of WeChat official account in popular science journals. [Conclusions] In order to run well the WeChat official account of popular science journals, we should optimize the structure and function, attach great importance to the content construction, reconstruct the mode of media convergence and profit, and enhance the cross-platform communication ability of content IP.

Key words: Popular science journal, WeChat official account, Chinese National Geography, Media convergence, Internet thinking