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