【目的】 研究科技期刊利用参与视角用户画像实现微信公众号精准推送的可行性和实践策略。【方法】 针对不同的用户,结合线上/线下访谈、公众号问卷调查、授权数据公司管理3种方法采集用户的行为数据;利用信息技术对采集的数据进行深度处理和用户标签提取,形成不同的用户领域组,对科技期刊微信公众号的用户进行画像;根据画像结果进行精准推送,并通过公众号后台的统计数据对比分析全用户推送和精准推送的效果。【结果】 精准推送对于提升科技期刊内容的传播力和影响力有显著的、积极的影响,“总阅读次数”和“总分享次数”均有大幅增加,且更容易产生“引导关注”,“分享产生的阅读次数”也显著增加。【结论】 基于参与视角用户画像的科技期刊微信公众号精准推送可操作性强,且精准推送的效果优于全用户推送的效果,有利于科技期刊微信公众号的高质量运营。
[Purposes] This paper discusses whether the application of persona to precise pushing of the WeChat official accounts of scientific journals is feasible and the practical strategies. [Methods] Based on different users' preferences, three sources, namely, online and offline interviews, WeChat official account-based questionnaire survey, and authorized data management company, were combined to collect user behavior data. The information technology was employed for deep processing of the data and user label extraction. Furthermore, users were classified into different groups based on the labels and the persona for scientific journals was developed. Then precise pushing was performed according to the persona, and the effect of all-user pushing and precise pushing was compared and analyzed based on the statistical data of WeChat official accounts. [Findings] Precise pushing significantly promoted the dissemination of scientific journal content and improved the impact of scientific journals, as manifested by the surge in total views and total forwarding volume. Moreover, it had obvious suggestive effect, as evidenced by the remarkable climb of views after forwarding.[Conclusions] The persona-based precise pushing of scientific journals by WeChat official accounts is operable, which is superior to all-user pushing. Thus, it helps promote the operation of the WeChat official accounts of scientific journals.
WeChat official account,
闵甜, 孙涛, 赖富饶, 侯湘. 用户画像在科技期刊微信公众号精准推送中的应用[J]. 中国科技期刊研究, 2021, 32(12): 1549-1555.
MIN Tian, SUN Tao, LAI Furao, HOU Xiang. Application of persona to precise pushing of WeChat official accounts of scientific journals[J]. Chinese Journal of Scientific and Technical Periodicals, 2021, 32(12): 1549-1555.