摘要：

【目的】 探讨中文科技期刊的学术直播运营现状与策略,推动中国科技期刊学术直播的高质量发展,进而提升期刊知识服务能力。【方法】 以95种入选“中国科技期刊卓越行动计划”(简称“卓越计划”)第一期梯队的中文科技期刊为对象,采用网络调研、统计分析等方法,分析其学术直播开展情况以及存在问题,在此基础上探讨科技期刊学术直播开展策略。【结果】 “卓越计划”一期中文期刊仅有40种开展学术直播,开展率为42%,并且40种期刊学术直播开展情况存在较大差异。约有32.5%的期刊策划了比较有影响力的系列内容直播,成为期刊的品牌活动;超过半数的期刊直播平台较为固定,医学类期刊倾向于选择医学领域相关直播平台;宣传策略多见微信推文+海报形式;约有50%的期刊有直播概况报道;约有72.5%的期刊提供回放。部分“卓越计划”一期中文科技期刊学术直播在开展频次、平台建设、宣传形式、视频回放等方面存在问题,有待改进。【结论】 提出做好学术直播规划、形成期刊较为固定的直播平台、制定周密的宣传计划、借助各方资源扩大直播影响力、重视直播过程的互动与反馈、重视直播内容的二次传播等直播运营策略。

关键词: 学术直播, 直播策略, 期刊影响力, 中文科技期刊, “中国科技期刊卓越行动计划”

Abstract:

[Purposes] To investigate the current state and strategies of academic live streaming operations for Chinese scientific journals, with the aim of promoting high-quality development of academic live streaming in Chinese scientific journals and enhancing the brand influence of these journals. [Methods] Taking 95 Chinese scientific journals in the third-tier of “Excellence Action Plan for China STM Journal” (hereinafter referred to as the “Excellence Action Plan”) as the research subjects, methods such as online investigation and statistical analysis were employed to analyze the implementation and existing issues of their academic live streaming. Based on this, strategies for the development of academic live streaming in scientific journals were discussed. [Findings] Among the Chinese scientific journals of the “Excellence Action Plan”, only 40 have initiated academic live streaming, with an implementation rate of 42%. More,over, there is a significant variation in the live streaming practices among these 40 journals. 32.5% of the journals have planned influential series of live content, which have become branded activities for the journals. More than half of the journals use relatively fixed live streaming platforms, with medical journals tend to choosing platforms related to the medical field. The promotional strategies predominantly involve WeChat posts combined with posters. Approximately 50% of the journals provide reports summarizing their live streams, and about 72.5% offer playback options. Some Chinese scientific journals in the first phase of the “Excellence Action Plan” are lacking in areas such as frequency, platform development, promotional approaches, and the editing of replays, and require further improvement. [Conclusions] Strategies for the development of academic live streaming are proposed, including making good planning for academic live streaming, forming relatively fixed live streaming platforms for journals, formulating detailed promotion plans, leveraging various resources to expand the influence of live streaming, valuing interaction and feedback during the live streaming process, and emphasizing the secondary dissemination of live content.

Key words: Academic live streaming, Live streaming strategies, Journal influence, Chinese scientific journals, “Excellence Action Plan for China STM Journal”