摘要：

目的 构建基于用户需求的科技期刊知识传播服务模型，为科技期刊从传统的“内容发布”向“知识服务”转型提供理论支撑与实践指导。方法 采用网络调研获得典型案例和问卷调研相结合，对中国科技期刊卓越行动计划二期150种领军期刊设立的微信公众号进行调研分析，基于微信传播指数（WCI）筛选出传播效果居于前列的18个公众号，识别不同传播模式下知识服务内容的特征；通过问卷调研，对收集到的259份有效问卷，进行知识传播服务需求内容的深入分析。结果 构建了“用户需求识别-知识传播服务供给-用户行为反馈”的动态循环模型。用户需求可划分为基础信息获取、深度知识解读、个性化服务和学术互动4个维度，需求比例均超过78%；识别出公众号单刊、中英双刊和多刊传播3种模式，分别对应精细化、协同化和生态化的差异化服务策略；建立了从被动接收、主动互动到深度参与的多层次用户行为反馈评价机制。结论 新技术在知识传播服务全流程发挥关键作用，通过动态循环优化机制能够实现知识传播服务质量的持续提升。

关键词: 科技期刊, 知识传播服务, 用户需求, 传播模式, 动态优化

Abstract:

Purposes To construct a user demand-driven model for knowledge dissemination services in scientific journals， providing theoretical support and practical guidance for the transformation of scientific journals from traditional “content publishing” to “knowledge services”. Methods Employing a combination of case study through online research and questionnaire survey methods. First， WeChat official accounts established by 150 leading journals from Phase II of the Excellence Action Plan for China’s Scientific， Technical， and Medical （STM） Journals were investigated. Based on the Wexin communication index （WCI）， 18 official accounts with top dissemination effects were screened to identify the characteristics of knowledge service content under different dissemination patterns. Second， through questionnaire survey， 259 valid responses were collected to conduct in-depth analysis of knowledge dissemination service demand content. Findings A dynamic circulation model of “user demand identification - knowledge dissemination service provision - user behavioral feedback” was constructed. User needs can be categorized into four dimensions： basic information acquisition， in-depth knowledge interpretation， personalized services， and academic interaction， with demand ratios all exceeding 78%. Three official account dissemination patterns were identified： single-journal， Chinese-English dual-journal， and multi-journal dissemination， corresponding to refined， collaborative， and ecological differentiated service strategies respectively. A multi-level user behavioral feedback evaluation mechanism was established， progressing from passive reception through active interaction to deep engagement. Conclusions Emerging technologies play a key role throughout the entire process of knowledge dissemination services， and continuous improvement in service quality can be achieved through dynamic circulation optimization mechanisms.

Key words: Scientific journals, Knowledge dissemination services, User needs, Dissemination patterns, Dynamic optimization