广东科技期刊微信公众平台现状调查及传播力建设

Current Situation Investigation and Transmission Power Construction of WeChat Public Platformfor Guangdong Science and Technology Journal

摘要:

搜索63种广东中文核心期刊微信公众平台并添加关注,对各刊微信的开通基本情况、发布内容、基本功能、特色服务、推送消息及推送频率、过刊全文浏览格式等进行逐个调研分析。结果表明,63刊中,46种期刊开通了个微信公众号,基本功能较为齐全、内容更新及时的仅有《南方水产科学》《深圳大学学报.理工版》等12种期刊(占27%),HTML、Richi HTML等超文本格式的采用率非常低。分析发现,广东中文核心期刊微信运营普遍存在开通流于形式、运营思维和用户服务意识缺乏、增值服务太少、未能把握多元可持续的盈利模式等问题。建议通过高度重视“互联网+”背景下的媒体融合发展、加强微信构建顶层设计、开发多元可持续盈利模式、培养或引进数字化出版人才等举措,不断提升微信平台的传播力和影响力。

Abstract:

WeChat public platforms of 63 Chinese Core Journals in Guangdong were search and added attention. And investigation and analysis were carried out on the basic situation, publishing content, basic functions, characteristic services, push message and push frequency, and full-text browsing format of back issues of each journal. The results showed that among the 63 journals, 45 journals have opened WeChat public platform. However, Only 12 journals (19%) such as South China Fisheries Science, Journal of Shenzhen University (Science Engineering), etc. had complete basic functions and timely contents. The adoption rate of hypertext formats such as HTML and Richi HTML was very low. There existed many problems in the operation of journal WeChats, such as formality, lack of operational thinking and user service awareness, too little value-added services, and failure to grasp the multi-sustainable profit model. It is suggested that we should enhance the influence and transmission power of WeChat platform by attaching great importance to the development of media convergence under the background of "Internet +", strengthening the top-level design of WeChat, developing diversified and sustainable profit models, and training or introducing digital publishing talents.