摘要： 目的 分析高校自然科学学报在媒体融合下微信公众号和网站的发展现状,寻求其优化方案,为提升高校学报的影响力提供参考。方法 对27种高校自然科学学报的分布、网站、微信公众号栏目设置和活跃粉丝数、论文呈现格式等数字化特征进行分析和探讨。结果 所调研的期刊均设有独立网站和DOI号,56%的期刊拥有活跃粉丝,40%的期刊开放获取的文件格式为PDF或HTML;但微信公众号或网络平台对母刊内容的二次加工不充分、发布不及时、后期运营不佳等问题普遍存在。结论 高校学报应个性化设计微信公众号和网络平台栏目,加强平台的管理和运营;强化新媒体的传播意识,提供多种增值服务;优选期刊内容以吸引读者眼球;增强互动,营造刊者、读者、作者和审者的学术圈等,不断优化和改善高校学报的媒体融合状况。

关键词: 媒体融合, 高校学报, 微信公众号, 优化建议

Abstract: [Purposes] This paper aims to analyze the development status of WeChat official account and website of university journals (natural science edition) under the media convergence, seek their optimization suggestions, and provide reference for improving the influence of university journals. [Methods] The distribution, website, column setting and active fan number of WeChat official account, paper presentation format, and other digital features in 27 university natural science journals were analyzed and discussed. [Findings] All of the research journals have independent website and DOI number, 56% of journals have active fans, and 40% of journals have full texts in PDF or HTML format. However, there are widespread problems in WeChat official account or the network platform, such as insufficient secondary processing, untimely release, and poor post-operation. [Conclusions] It is recommended that university journals should personalize the design of WeChat official account and network platform columns, enhance the management and operation of the platform, strengthen the awareness of new media communication, provide a variety of value-added services, optimize journal content to attract readers' attention, enhance interaction, and create an academic circle for journalists, readers, authors, and reviewers. Thus, we can continuously deepen and improve the level of media convergence of university journals.

Key words: Media convergence, University journal, WeChat official account, Optimization suggestion