摘要：

【目的】 探索短视频助力科普期刊品牌运营的创新路径,为我国科普期刊在新媒体时代的品牌化发展提供合理方案。【方法】 运用案例分析法、对比研究法等,总结归纳目前我国科普期刊借助短视频进行品牌运营过程中存在的问题,以SICAS-AARRR复合模型为切入视角,探索短视频助力科普期刊品牌运营的对策。【结果】 科普期刊借助短视频进行品牌运营时可以增强期刊与用户的相互感知,以获取用户;添加短视频互动元素,以激活用户;创新短视频生产模式连接期刊与用户,以留存用户;打造“视频+购买”模式,使用户变现;借助短视频进行“体验-分享-推荐”,增强品牌活力。【结论】 科普杂志社应创新思维,明确定位,积极“走出去”;品牌运营部门应完善建制,建立新媒体账号矩阵;视频编辑团队应创新短视频内容和形式,提高短视频生产水平。

关键词: 科普期刊, 短视频, 品牌运营

Abstract:

[Purposes] This paper explores the innovative path of short video-assisted brand operation of popular science journals, aiming to provide a reasonable plan for the brand development of popular science journals in the era of new media. [Methods] This paper employed case analysis method, comparative method, and other research methods to summarize the current situation of short video-assisted brand operation of popular science journals in China. Further, we used the SICAS-AARRR composite model to explore the innovative strategy for short video-assisted brand operation of popular science journals. [Findings] In the brand operation of popular science journals by means of short videos,they can improve the mutual perception between journal brands and users to acquire users;add interactive elements into short videos to activate users; innovate the short video production mode to connect brands and users and thus retain users; employ "video+purchase" mode to expand the brand influence and promote users to cash out; and adopt "experience-sharing-recommendation" mode to maintain brand vitality. [Conclusions] Popular science journals should innovate thinking, clear positioning, and actively take measures to go global. The brand operation department should improve the organizational system and establish new media account matrix. The video editing team should innovate the content and form of short video to improve the production of short video.

Key words: Popular science journal, Short video, Brand operation