In order to promote Chinese academic journals to further adapt to the new publishing industry of full media integration and enhance their communication power and influence, the concept of "private domain traffic" is introduced to explore the innovation of private domain traffic construction and development mode of scientific journals. The analysis of the current situation of private domain traffic construction of domestic science and technology journals shows that the development of traditional science and technology journals "danger" and "opportunity" coexist. The private domain traffic thinking based on the innovation of digital marketing model, the diversification of readers' needs, and the promotion of the complexity, niche and accuracy of science and technology journal communication needs provide new driving force for the development of science and technology journals. However, science and technology journals have just started to explore the practice of building private domain traffic, and there are deficiencies in content and platform construction as well as management. In this regard, we suggest that science and technology journals should build a private domain traffic operation platform, strengthen content construction, enhance user stickiness, and build an operation team, so as to provide reference for domestic science and technology issues to do their best to provide accurate journal delivery and quality services.

Abstract: Facing the era of fragmented reading, the development of traditional scientific and technological periodicals is faced with" danger" and" opportunity", Traditional sci-tech periodicals should keep pace with the times and reform themselves according to the needs of readers.the construction of private traffic in scientific and technological periodicals has its feasibility and necessity.Private domain traffic is characterized by repeatedly reaching users and fission transformation, and new media matrix is set up in science and technology periodicals, Through the construction of private area traffic, sci-tech periodicals should plan and purposefully gradually expand the flow of private domain, formulate clear construction strategy and system, precisely build and construct the flow of private domain,Strengthen the construction of periodical content and build a private domain operation team.and multi-platform interworking. which is beneficial to strengthen the content construction, enhance the cohesion and enhance the brand influence. Keywords: Science and technology journals; Private domain traffic; Content Construction;Newmedia matrix;user portraits;Cohesion

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韩山师范学院 2022 年度教授、博士启动项目数字化时代学术期刊与学术共同体协同发展研究”（QD202247）；潮州市哲学社会科学“十四五”规划项目“学术期刊服务潮州文化传播创新研究”（2022-A-06）。