Abstract:

[Purposes] This paper aims to explore successful operation patterns and strategies of WeChat public accouts of science and technology journals.[Methods] Based on contents and hits statistics of WeChat public account of Journal of HV & AC, China Journal of Chinese Materia Medica and Metal Working respectively from 1 August 2016 to 31 August 2016, content, form, and source under different orientation with the relation to hits were analyzed.[Findings] WeChat public accounts of science and technology journals can be managed successively, if they have precise position and have taken internet-thinking into account with the help of multimedia, original and reworking articles, hot news, short publishing cycle, and professional operation team, etc.[Conclusions] Science and technology journals should report professional technology related to itself, focus on popularization of science and technology as well as mass education, and utilize multi-media against the backdrop of the whole industry to develop characteristics of WeChat public accounts.

Key words: Science and technology journal, WeChat public account, Popularization of science, Operation pattern, Internet thinking

摘要：

目的 探索科技期刊微信公众号成功运营的模式和策略。方法 统计《暖通空调》《中国中药杂志》《金属加工》3种科技期刊的微信公众号2016年8月1日—2016年8月31日的发文内容和点击量,分析不同定位下发文内容、表现形式、内容来源对点击量的影响。结果 科技期刊微信公众号可以在准确定位、以互联网思维思考的基础上,通过采用多媒体形式、注重内容原创和二次加工、策划和利用热点、缩短发布周期、组建专业运营团队等方法,成功运营。结论 科技期刊可从服务期刊、报道专业技术,专注科普和大众教育,围绕大行业背景、注重多媒体形式表达这3种模式运营微信公众号,办出特色。

关键词: 科技期刊, 微信公众号, 科普, 运营模式, 互联网思维