Abstract:

[Purposes] This paper aims to analyze the strategies for the promotion of Chinese academic journals on geographical resources, which is expected to enhance the media integration of Chinese academic journals. [Methods] A total of 27 quality Chinese academic journals on geographical resources were selected, and the application of mainstream media platforms (official website, WeChat platform, journal app, short video platform, and live broadcast platform) was analyzed based on the official websites or WeChat official accounts. [Findings] A total of 20 journals provide Rich HTML on the official websites, laying a basis for multi-dimensional publicity and promotion. However, most of the journals' official websites still offer the electronic version of paper journals, lacking in-depth knowledge service. A total of 24 journals have WeChat official accounts, and 3 use cluster platforms to release news. The content pushed by WeChat is generally similar without deep processing or expansion. A few journals have posted short videos (5) and launched live streaming (7). Short videos generally involve the sharing of article content, live streaming of conference, and journal publicity, and efforts should be intensified for secondary development and expansion of the content. The live streaming is common for conferences with journals as co-organizers and rare for content independently planed by journals with their own characteristics. On the whole, although 27 journals have all applied the multimedia platforms for promotion, more efforts should be made for the in-depth media integration. [Conclusions] There is a long way to go for the promotion of academic journals on geographical resources by media integration. Particularly, the media integration of the official websites should be emphasized and auxiliary channels should be selected for multi-matrix layout. In addition, the content should be designed according to user needs and periodic plans should be developed to ensure the sustainable supply and quality of content.

Key words: Integrated media, Publicity strategy, Official website, WeChat platform, Short video, Live broadcast, Journal of geographical resources

摘要：

【目的】分析地理资源中文学术期刊宣传推广策略,以促进中文学术期刊的融媒体发展。【方法】以27种地理资源领域高质量中文学术期刊为研究对象,通过期刊官网和微信公众号等途径获取信息,分析这些期刊对当前主流融媒体平台(官网、微信平台、期刊App、短视频平台、直播平台)的应用情况。【结果】有20种期刊在官网提供Rich HTML,为期刊进行多维度宣传推广提供理想的数据基础,但大部分期刊官网依旧是纸刊的电子化,缺乏更多深层次的知识服务内容。24种期刊开通微信公众号,3种期刊借用集群平台发布消息,微信推送内容大体类似,缺乏对内容的深度加工和二次拓展。少数期刊发布短视频(5种)和开展直播(7种)。短视频主要是文章分享、会议直播、期刊宣传等内容,内容的二次开发和扩展还有较大的挖掘空间;直播更多是期刊作为协办单位的会议直播,期刊自主策划和具有特色的内容较为缺乏。总体上,27种期刊虽然都开展不同程度的融媒体宣传推广,但真正实现深度融合的期刊仍在少数。【结论】地理资源学术期刊融媒体宣传推广任重道远。需要重视官网作为主阵地的融媒体建设,选择合适的辅助渠道进行多矩阵布局,并结合用户需求专注做好内容,此外,还需制订周期性计划以保证内容的可持续供给和质量。

关键词: 融媒体, 宣传策略, 官方网站, 微信平台, 短视频, 直播, 地理资源期刊