Abstract:

Purposes This paper investigates the current situation of the dissemination of popular science journals on WeChat video account and analyzes the problems existing in WeChat video account in the short video media based on the AARRR model， and proposes countermeasures to provide references for the dissemination practice of popular science journals on WeChat video account in China. Methods Taking 21 excellent popular science journals as samples， the opening situation， operation situation， content release situation and existing problems of their WeChat video accounts were analyzed. Findings There are the following problems in the WeChat Video Accounts of popular science journals： insufficient integration awareness between journals and video accounts， similar front-end scene construction， inversion of quantity and quality， weak awareness of brand value transformation， and lack of emotional connection. Conclusions The WeChat video accounts of popular science journals should take “users” as the core and accelerate the construction of a theoretical model with “channel power - scene power - marketing power - influence power - dissemination power” as the framework， in order to improve the dissemination effect of WeChat video accounts of popular science journals and promote the win-win situation of popular science journals and WeChat video accounts.

Key words: AARRR model, Popular science journal, WeChat video account, Communication strategy

摘要：

目的 调研科普期刊在微信视频号的传播现状，基于AARRR模型分析微信视频号在短视频媒介中存在的问题并提出应对之策，为我国科普期刊微信视频号传播实践提供参考。方法 从45种优秀科普期刊中遴选出21种为样本，利用网络调查法分析其微信视频号开通情况、运营情况、内容特点及现存问题。结果 科普期刊微信视频号存在的主要问题包括期刊与视频号融合意识不够、前端场景搭建雷同、数量质量本末倒置、品牌价值转化意识弱以及缺乏情感维系纽带。结论 科普期刊微信视频号应以“用户”为核心，加速构建以“渠道力-场景力-营销力-品牌力-传播力”为框架的理论模型，以期提升科普期刊微信视频号的传播效果，推动期刊品牌化建设与全民科学素养的提升。

关键词: AARRR模型, 科普期刊, 微信视频号, 传播策略