Abstract:

[Purposes] This paper starts with factors affecting the communication power of university journals' WeChat platforms and then puts forward suggestions to improve the communication power. [Methods] A total of 62 CSSCI and 45 CSCD university journals have opened WeChat public accounts in China and ordered logit model was employed for empirical analysis of the 1396 and 540 articles on the WeChat platforms of them from March 1 to August 1, 2020, respectively. [Findings] For the WeChat platforms of CSSCI university journals, the communication power was in significantly positive correlation with text layout, number of interactions, number of pictures, display of catalog or abstract, city level, and university popularity, and in negative correlation with number of articles, authentication of public accounts, keywords, and external links. However, as for the WeChat platforms of CSCD university journals, the reading volume was positively correlated with the keywords, text layout, article length, number of menus, and activity, and negatively correlated with display content and number of interactions. [Conclusions] Suggestions were proposed based on the 4V (variation, versality, value, and vibration) marketing theory to enhance the communication power of university journals' WeChat platforms.

Key words: University journal, WeChat platform, Communication effect, 4V marketing

摘要：

【目的】 对高校学报微信平台传播力的影响因素进行分析,提出期刊提升传播力的建议。【方法】 以国内已开通微信公众号的62种CSSCI高校学报和45种CSCD高校学报为分析对象,通过使用有序Logit模型分别对2020年3月1日至2020年8月1日在微信公众号上发布的1396篇、540篇推文的传播效果进行实证分析。【结果】 CSSCI高校学报的文本编排方式、互动次数、图片数量、目次或摘要的展示方式、所在城市水平、学校知名度与传播效果呈显著正相关,而发文数量、认证情况、关键词、外部链接等与传播力呈负相关。而CSCD高校学报的关键词、编排方式、文章长度、菜单数量、活跃度与阅读量呈正相关,呈现方式、交流互动等变量与阅读量呈负相关。【结论】 从4V营销理论的差异化、功能化、附加价值、共鸣这4个维度提出提升高校学报微信平台传播力的建议。

关键词: 高校学报, 微信平台, 传播效果, 4V营销