中国科技期刊研究 ›› 2023, Vol. 34 ›› Issue (9): 1180-1188. doi: 10.11946/cjstp.202212060927

• 评价与分析 • 上一篇    下一篇

科技期刊学术短视频运营的评价指标构建与运营策略

周华清1)()(), 林珑2),*()(), 贺嫁姿3), 于晨曦2)   

  1. 1) 福建理工大学人文学院,福建省福州市学府南路69号 350118
    2) 澳门城市大学人文社会科学学院,澳门特别行政区氹仔徐日昇寅公马路 999078
    3) 《广东石油化工学院学报》编辑部,广东省茂名市官渡二路139号 525000
  • 收稿日期:2022-12-06 修回日期:2023-04-27 出版日期:2023-09-15 发布日期:2023-10-07
  • 通讯作者: *林 珑(ORCID:0000-0002-2519-1881),博士研究生,E-mail:936763424@qq.com。
  • 作者简介:

    周华清(ORCID:0000-0002-0259-9921),博士,教授,E-mail:;

    贺嫁姿,博士,编审;

    于晨曦,博士研究生。

  • 基金资助:
    国家社会科学基金一般项目“重大突发事件的应急出版与学术媒体动员机制研究”(21BXW085)

Evaluation index construction and operation strategy of academic short video operation of scientific journals

ZHOU Huaqing1)()(), LIN Long2)()(), HE Jiazi3), YU Chenxi2)   

  1. 1) School of Humanities, Fujian University of Technology, 69 South Xuefu Road, Fuzhou 350118, China
    2) Faculty of Humanities and Social Sciences, City University of Macau, Avenida Padre Tomás Pereira Taipa, Macau 999078, China
    3) Editorial Office of Journal of Guangdong University of Petrochemical Technology, 139 Guandu 2nd Road, Maoming 525000, China
  • Received:2022-12-06 Revised:2023-04-27 Online:2023-09-15 Published:2023-10-07

摘要:

目的】 建立科技期刊学术短视频运营评价指标体系,探讨科技期刊学术短视频运营策略,促进科技期刊与短视频融合发展。【方法】 采用专家访谈、问卷调查、案例分析与德尔菲法等研究方法,构建科技期刊学术短视频运营评价指标体系,并提出具有可操作性的运营策略。【结果】 基于内容运营、用户运营、经营效益与传播效果4个维度构建了包括10项二级指标和32项三级指标的科技期刊学术短视频运营评价框架,为科技期刊学术短视频运营提供重要参考依据。【结论】 科技期刊学术短视频运营评价指标体系具有正向的评价效用,可以利用考核指标提升学术短视频的运营效率。科技期刊运营者应重视内容运营规划,重点增加粉丝数量,强化目标用户管理,提升学术短视频传播效果,持续优化运营策略。

关键词: 科技期刊, 学术短视频, 学术传播, 评价指标体系, 知识服务

Abstract:

[Purposes] This paper aims to establish the evaluation index system of academic short video operation of scientific journals, so as to explore the operation strategy of academic short videos of scientific journals and promote the integrated development of scientific journals and short videos. [Methods] By expert interviews, questionnaires, case studies, and Delphi methods, the evaluation index system of academic short video operation of scientific journals was constructed, and feasible operation strategies were proposed. [Findings] The evaluation framework of academic short video operation of scientific journals, including 10 secondary indicators and 32 tertiary indicators, is constructed based on four dimensions: content operation, user operation, operation efficiency, and communication effect, providing an important reference basis for academic short video operation of scientific journals. [Conclusions] The evaluation index system of academic short video operation of scientific journals has positive evaluation utility, and the evaluation index can be used to improve the operation efficiency of academic short videos. Operators of scientific journals should pay attention to content operation planning, focus on increasing the number of fans, strengthen the management of target users, improve the dissemination effect of academic short videos, and continuously optimize the operation strategy.

Key words: Scientific journal, Academic short video, Academic communication, Evaluation index system, Knowledge service