摘要:
【目的】 总结“家庭医生”微信公众号运营成功的经验,为其他医学科普期刊微信公众号的运营提供参考。【方法】 采用个案研究法,通过定量和定性方法分析“家庭医生”微信公众号的文章推送、菜单设置、用户互动、传播方式等方面,总结其成功之道。【结果】 “家庭医生”公众号推文的可读性强、公众号主页设置合理、采用跨媒体方式合作传播信息、开通多种盈利渠道是其影响力领先的主要因素。【结论】 医学科普期刊公众号应构建联盟矩阵、重视服务用户、优化文章页面设计、丰富主页设置、建构多样化的盈利模式,从而增强医学科普效果。
关键词:
医学科普期刊,
微信公众号,
家庭医生,
传播内容
Abstract:
[Purposes] The paper aims to summarize the successful operation experience of the "Family Doctor" official account, which is expected to serve as a reference for WeChat official account operation of other medical popular science journals.[Methods] Through quantitative analysis and qualitative analysis, the paper described the characteristics of "Family Doctor" official account in articles, menu settings, user interaction, and communication ways, and summarized its successful experience.[Findings] Readable articles, rational homepage design, cross-media information dissemination, and multiple revenue streams are the major contributors to the overwhelming influence of the "Family Doctor" official account. [Conclusions] WeChat official accounts of medical popular science journals should establish a cooperative platform, emphasize user service, optimize the design of article homepages, diversify homepage settings, and seek for diversified profit models, thereby strengthening medical science popularization.
Key words:
Medical popular science journal,
WeChat official account,
Family Doctor,
Communication content
侯玉婷, 沈志忠. “家庭医生”对医学科普期刊微信公众号运营的启示[J]. 中国科技期刊研究, 2021, 32(2): 230-238.
HOU Yuting, SHEN Zhizhong. Enlightenment of "Family Doctor" to the operation of WeChat official accounts of medical popular science journals[J]. Chinese Journal of Scientific and Technical Periodicals, 2021, 32(2): 230-238.