中国科技期刊研究 ›› 2021, Vol. 32 ›› Issue (2): 230-238. doi: 10.11946/cjstp.202002240113

• 数字出版 • 上一篇    下一篇

“家庭医生”对医学科普期刊微信公众号运营的启示

侯玉婷, 沈志忠()   

  1. 南京农业大学人文与社会发展学院,江苏省南京市玄武区卫岗1号 210095
  • 收稿日期:2020-02-24 修回日期:2020-11-13 出版日期:2021-02-15 发布日期:2021-02-15
  • 通讯作者: 沈志忠 E-mail:zzshen@njau.edu.cn
  • 作者简介:侯玉婷(ORCID:0000-0001-9203-8126),博士研究生,E-mail:18351815676@163.com

Enlightenment of "Family Doctor" to the operation of WeChat official accounts of medical popular science journals

HOU Yuting, SHEN Zhizhong()   

  1. College of Humanities and Social Development, Nanjing Agricultural University, 1 Weigang, Xuanwu District, Nanjing 210095, China
  • Received:2020-02-24 Revised:2020-11-13 Online:2021-02-15 Published:2021-02-15
  • Contact: SHEN Zhizhong E-mail:zzshen@njau.edu.cn

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