摘要：

【目的】 将图书出版行业中私域流量运营的成功经验运用到学术期刊运营中,为提升学术期刊微信公众号影响力、增强关系强度、提升学术期刊传播力提供参考。【方法】 通过分析私域流量的发展及其在图书出版领域的应用,结合学术期刊用户的特点以及《中国有色金属学报》私域流量运营的经验,提出私域流量视域下学术期刊的传播策略。【结果】 《中国有色金属学报》通过在传播媒介、传播关系、传播内容和传播场域4个方面进行改革,实现高效传播,使期刊影响力得到提升。【结论】 在私域流量视域下,学术期刊应利用用户的关系资源,塑造关键意见消费者,并通过布局热点话题以及创新专题,提升与用户的关系强度;重点运营多资源用户,通过维系情感加强用户对期刊的归属感;积极打通“微信视频号+微信公众号”通道,利用视频号推荐算法实现引流。

关键词: 私域流量, 学术期刊, 传播媒介, 传播关系, 传播内容, 传播场域

Abstract:

[Purposes] This paper aims to apply successful experience of private domain traffic operation in the publishing industry to the operation of academic journals, and provide references for improving the influence of WeChat accounts of academic journals, the strength of relationships, and the communication power of academic journals. [Methods] By analyzing the development of private domain traffic and its application in the field of publishing and combining with the characteristics of academic journal users and the experience of private traffic operation of The Chinese Journal of Nonferrous Metals, this paper put forward the communication strategy for academic journals from the perspective of private domain traffic. [Findings] Through the reform in the four aspects of communication media, communication relationship, communication content, and communication field, The Chinese Journal of Nonferrous Metals realizes the efficient communication and improves the influence of the journal. [Conclusions] From the perspective of private domain traffic, academic journals should pay attention to the relationship resources of regular users, create consumers with key opinions, and improve the relationship with users through the content layout of hot topics and innovative topics. Academic journals should focus on operating multi-resource users, strengthen users' sense of belonging to journals through emotional maintenance, actively open up the channel of "WeChat video account+Wechat official account", and use video number recommendation algorithm to realize drainage.

Key words: Private domain traffic, Academic journal, Communication media, Communication relationship, Communication content, Communication field