摘要：

目的 探讨农林科技期刊微信公众号的传播表现，为其精细化运营及提升期刊学术影响力提供实证参考和策略支持。 方法 以115个农林科技期刊微信公众号为样本，采集其2024年的推文数据，对推文内容进行分类编码，分析不同推文类别的传播特征与差异。 结果 编辑端偏好产出学术内容传播类的推文，尤其是目次发布类和论文导读类；读者端更偏好阅读期刊运营动态类的推文，学术队伍类和荣誉认证类的关注度相对较高；编辑端和读者端存在一定程度的供需错位。基于四象限模型，推文类别可划分为核心优势、潜力热点、常规推送和边缘内容4种象限类型，不同象限类型的传播定位存在差异，需考虑具有针对性的传播优化策略。 结论 农林科技期刊公众号可通过强化核心优势、转化潜力热点、深化常规推送、优化边缘内容等策略，进一步提升公众号的整体传播效能，以促进科技期刊新媒体的高质量发展。

关键词: 农林科技期刊, 微信公众号, 传播特征, 优化策略

Abstract:

Purposes This study aims to explore the dissemination performance of WeChat official accounts of agricultural and forestry scientific journals， providing empirical references and strategic support for their refined operation and the enhancement of journal academic influence. Methods Taking 115 WeChat official accounts of agricultural and forestry scientific journals as samples， we collected and categorized the post data of 2024， to analyze the dissemination characteristics and differences across various post categories. Findings Editor side tended to produce academic content dissemination posts， particularly issue release and paper introduction. Reader side preferred reading journal operational update posts， with relatively higher engagement in academic team and honors certification. There was a certain degree of supply-demand mismatch between editor and reader sides. Based on four-quadrant model， secondary categories of posts were divided into 4 quadrant types： core content， high-potential topic， routine update， and peripheral content. Each type had a distinct positioning， requiring tailored dissemination optimization strategies. Conclusions To further enhance the overall dissemination effectiveness， WeChat official accounts of agricultural and forestry scientific journals can strengthen content， transform high-potential topic， deepen routine update， and optimize peripheral content， thereby promoting the high-quality development of scientific journals on new media.

Key words: Agricultural and forestry scientific journals, WeChat official account, Dissemination characteristics, Optimization strategies