摘要：

【目的】 探析检验医学单刊信息传播转型思路与策略,旨在为检验医学期刊信息传播转型提供借鉴。【方法】 运用案例分析法对《国际检验医学杂志》新媒体平台的信息传播中以“检验君”IP推广实践进行解析,厘清传者、媒介与用户在传播中的内涵与联系,提出检验医学期刊立体化信息传播转型思路。【结果】 《国际检验医学杂志》检验医学新媒体团队从IP具象化、专业场景、大众场景、用户生产内容(User-Generated Content, UGC)社区4个方面推广“检验君”IP,并提出基于社交媒体的信息传播激发用户参与价值、符号互动论改善信息体验、回报后置性营销提升信息价值感的信息传播转型策略。【结论】 检验医学期刊信息传播的传者要正确理解“传播”内涵,传播主体应打破传统思维模式下对信息传播的狭义理解,发挥传播符号互动、传播运营等优势探索其创新策略,实现期刊信息传播体系转型升级。

关键词: 检验医学期刊, IP推广, 立体化信息传播, 转型

Abstract:

[Purposes] This paper explores the ideas and strategies for the transformation of information dissemination of a laboratory medicine journal, which is expected to serve as a reference for the transformation of other laboratory medicine journals. [Methods] Case analysis method was used to analyze the intellectual property (IP) promotion of "Test Jun" of International Journal of Laboratory Medicine. The connotations of and connection between communicators, media, and users were clarified. The idea of three-dimensional transformation of information dissemination of laboratory medicine journals was put forward. [Findings] The IP of "Test Jun" was created by the new media team of International Journal of Laboratory Medicine. They promote it from IP visualization, professional scene, public scene and user-generated content (UGC) community. The following social media-based strategies for the transformation of information communication were proposed: using information dissemination to stimulate user participation, adopting symbolic interaction theory to improve information experience, and rewarding post-marketing to enhance the sense of information value. [Conclusions] In order to realize the transformation of the journal information communication system, the communicators should correctly understand the connotation of "communication" and break with tradition to make full use of symbolic interaction theory and operation for innovative dissemination.

Key words: Laboratory medicine journal, IP promotion, Three-dimensional information dissemination, Transformation