| 蒋亚宝,栗延文,吕建新,吴晓兰,韩景春,张硕.科技期刊微信公众号传播力及运营策略研究.编辑学报,2020,32(3):257-261 |
| 科技期刊微信公众号传播力及运营策略研究 |
| Research on communication power and operation strategy of scientific journals’ WeChat public accounts |
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| DOI：10.16811/j.cnki.1001-4314.2020.03.005 |
| 中文关键词: 科技期刊 微信公众号 传播力 运营策略 |
| 英文关键词: scientific journal WeChat public accounts communication power operating strategy |
| 基金项目: |
| 作者 | 单位 | | 蒋亚宝 | 金属加工杂志社,100037,北京 | | 栗延文 | 金属加工杂志社,100037,北京 | | 吕建新 | 金属加工杂志社,100037,北京 | | 吴晓兰 | 金属加工杂志社,100037,北京 | | 韩景春 | 金属加工杂志社,100037,北京 | | 张硕 | 金属加工杂志社,100037,北京 |
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| 中文摘要: |
| 近年来,微信公众平台整体流量呈下降趋势,微信公众号之间的竞争愈发激烈,科技期刊微信公众号应该在运营策略方面做出相应调整,才能不断提升传播力和影响力。本文对“金属加工”等10个典型样本公众号的信息传播效果进行了量化分析,认为在新形势下,科技期刊微信公众号要抓住机遇,扩展思路,始终坚持专业的内容定位,加大热点选题的策划力度,不断提高原创内容比例,大力推进视频等多媒体内容建设,在提升自身能力和运营效率的同时,不断拓展微信公众号的应用空间,才能在激烈的竞争中走在前列。 |
| 英文摘要: |
| In recent years, the overall traffic of WeChat public platform has been on a downward trend, and competition among WeChat public accounts is getting fiercer, so the scientific journal WeChat public accounts should make corresponding adjustments in the operation strategy for the purpose to continuously improve the dissemination and influence. Bsed on quantitatively analyzing the information dissemination effect of 10 typical samples of scientific journal WeChat public accounts such as ‘Metalworking’, we think the scientific journal WeChat public accounts should seize the opportunities, expand ideas, always adhere to the professional content positioning, intensify planning of hot topic, constantly improve the proportion of original content, and promote the building of the video content. While improving ability and operation efficiency, WeChat public application space also should be expanded, and only in this way the scientific journal WeChat public accounts can take the lead in the fierce competition . |
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