| 白雪佳,徐静,赵静姝,刘岚,魏均民.基于5W模式要素的微信公众平台提升科技期刊网络传播力的实践及成效 ——以《中华全科医师杂志》为例.编辑学报,2025,37(3):323-327 |
| 基于5W模式要素的微信公众平台提升科技期刊网络传播力的实践及成效 ——以《中华全科医师杂志》为例 |
| Practice and effectiveness on improving the online dissemination power of sci-tech journals by leveraging the WeChat public platform based on the 5W model elements:taking Chinese Journal of General Practitioners as an example |
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| DOI：10.16811/j.cnki.1001-4314.2025.03.017 |
| 中文关键词: 科技期刊 微信公众号 传播力 5W要素 《中华全科医师杂志》 |
| 英文关键词: sci-tech journals WeChat official accout dissemination power 5W model elements Chinese Journal of General Practitioners |
| 基金项目: |
| 作者 | 单位 | | 白雪佳 | 《中华医学杂志》社有限责任公司,医学期刊知识挖掘与服务重点实验室,100052,北京 | | 徐静 | 《中华医学杂志》社有限责任公司,医学期刊知识挖掘与服务重点实验室,100052,北京 | | 赵静姝 | 《中华医学杂志》社有限责任公司,医学期刊知识挖掘与服务重点实验室,100052,北京 | | 刘岚 | 《中华医学杂志》社有限责任公司,医学期刊知识挖掘与服务重点实验室,100052,北京 | | 魏均民 | 《中华医学杂志》社有限责任公司,医学期刊知识挖掘与服务重点实验室,100052,北京 |
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| 中文摘要: |
| 随着信息载体、信息传播平台以及传播环境的不断发展,期刊的网络/移动传播力逐渐成为期刊整体影响力的重要构成部分。本文基于传播学经典5W模式要素,从传播者、传播内容、传播渠道、传播用户和传播效果5个方面总结《中华全科医师杂志》借助微信公众号提升科技期刊网络传播力的实践及效果。从传播者角度,依托中华医学会与杂志社的资源优势,凭借学术权威性和行业影响力树立品牌形象；在传播内容方面,利用公众号呈现优质内容,依据数据优化推送并策划热点专题；在传播渠道上,借助意见领袖,深入分析公众号功能,充分利用合集标签及融合公众号与视频号,构建多元化的传播方式；在传播用户层面,精准定位并满足全科医生和基层医务工作者需求。杂志微信公众号用户和阅读量显著上升,累计阅读量突破1 500万次,推送内容被多平台转发,同时助力知识传播、学术激励和指导临床实践等产生了间接影响力,展示了基于5W模式要素优化对提升期刊传播力的积极作用。 |
| 英文摘要: |
| With the evolution of information dissemination carriers, digital communication platforms, and media ecosystems, the digital/mobile dissemination efficacy of academic journals has emerged as a pivotal dimension of their holistic influence. Leveraging the classical 5W communication model framework, this study examines the strategic innovations and implementation outcomes of Chinese Journal of General Practitioners in enhancing sci-tech journal dissemination power through its WeChat official account platform. From the communicator perspective, the journal capitalizes on the Chinese Medical Association’s institutional resources, academic prestige, and industry influence to establish a distinctive brand identity. Regarding content strategy, the platform employs a tripartite approach:curating premium scholarly content, optimizing real-time content delivery mechanisms through data analytics, and developing thematic feature series with meticulous editorial planning. In terms of dissemination channels, a multi-pronged approach is constructed through KOL(Key Opinion Leader) collaboration, functional optimization of the official account interface, strategic deployment of content aggregation tags, and cross-platform integration with video-sharing accounts. At the audience engagement level, precision targeting is achieved by addressing the specialized needs of general practitioners and frontline healthcare professionals through tailored content ecosystems. Empirical evidence demonstrates substantial growth in user base and content consumption metrics(cumulative page views exceeding 15 million), with WeChat articles achieving multi-platform reposting and amplification. Beyond quantitative metrics, this optimization strategy has yielded qualitative impacts including knowledge diffusion, academic incentive mechanisms reinforcement, and clinical practice guidance enhancement. These outcomes collectively underscore the efficacy of 5W model refinement in elevating journal dissemination power within the digital media landscape. |
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