摘要：

【目的】 分析B站科技期刊账号的用户特征，提出可供其他科技期刊实际参考的B站学术视频精准运营模式，为我国科技期刊B站学术视频运营更好地适应媒体融合背景提供有效的建议。【方法】 采用网络调查法、内容分析法以及问卷调查法等分析期刊B站账号的用户基本情况和交互数据。【结果】 科技期刊B站账号利用用户画像技术，可以实现用户精准营销和个性化数据推荐，有效解决现阶段科技期刊B站学术视频运营水平不高的问题。【结论】 科技期刊应充分利用画像技术的分析优势，坚持多工具采集与动静态数据精细管理，构建用户多维数据标签实现用户精准推荐，基于数据可视辅助用户信息精确推送，加强运营效果评价提高B站传播效率，从而实现科技期刊B站学术视频的精准运营。

关键词: 用户画像, 科技期刊, 学术运营, 个性化推送, 学术视频, 学术传播

Abstract:

[Purposes] This article analyzes the characteristics of users of scientific journals' accounts on bilibili.com, proposes a precise operation model for academic videos on bilibili.com that can be used as a practical reference for other scientific journals, and provides effective suggestions for the academic video operations of Chinese scientific journals on bilibili.com to better adapt to media integration. [Methods] The network survey method, content analysis method, and questionnaire survey method were used to analyze the basic situation and interaction data of journal users on accounts of bilibili.com. [Findings] Through user portrait technology, scientific journals' accounts on bilibili.com can achieve precise user marketing and personalized data recommendations, effectively solving the current problem of poor academic video operation of scientific journals on bilibili.com. [Conclusions] Scientific journals should make full use of the analysis advantages of portrait technology, adhere to multi-tool collection and fine management of dynamic and static data, and build multi-dimensional user data tags to achieve accurate user recommendations. Data visualization can be used to assist in the accurate push of user information, and the evaluation of operational effects can be strengthened to improve the communication efficiency on bilibili.com. In this way, the precise operation of academic videos of scientific journals on bilibili.com can be achieved.

Key words: User portrait, Scientific journal, Academic operation, Personalized push, Academic video, Academic communication