Abstract:

[Purposes] This paper aims to propose measures for revealing the operation mode and optimizing the communication structure of WeChat official accounts for scientific journals, and break through the bottleneck limiting the current development of the WeChat official accounts. [Methods] Through a literature and network survey, we summarized the current problems of scientific journals in building the communication structure of WeChat official accounts and analyzed the necessity of optimizing the communication structure. [Findings] Based on their own resource advantages, scientific journals can optimize the communication structure of WeChat official accounts, and activate the private area flow by operating the accounts from multiple perspectives, so as to achieve high-quality dissemination of graphic and text content. Breaking the barriers between WeChat official accounts, video channels, and livestreaming to reach public area flow is conducive to the wide dissemination of video content. [Conclusions] Optimizing the communication structure of WeChat official accounts helps scientific journals boost the communication and influence of the WeChat platform, build a complete ecological chain for presenting scientific research results, win the stock game of WeChat official account development, and realize the high-quality dissemination of content.

Key words: Scientific journal, WeChat official account, Communication structure, Private area flow

摘要：

【目的】提出科技期刊深化微信公众号运营模式、优化其传播结构的策略,突破当前公众号发展的瓶颈。【方法】通过文献和网络调查,总结当前科技期刊在构建微信公众号传播结构中存在的问题,分析其优化的必要性。【结果】科技期刊可以基于自身资源优势来优化微信公众号的传播结构,通过多角度运营微信公众号激活私域流量,实现图文内容的高质量传播;打通公众号与视频号、直播之间的壁垒,触达公域流量,实现视频内容的广范围传播。【结论】科技期刊通过优化微信公众号的传播结构,可充分发挥微信平台的传播力和影响力,构建完整的科研成果呈现生态链,助力期刊在公众号发展的存量博弈中取胜,实现内容的高质量传播。

关键词: 科技期刊, 微信公众号, 传播结构, 私域流量