学术期刊微信公众平台传播效果分析与运营对策--以教育类 CSSCI 学术期刊为例

摘要

To study the spread effects of academic journal Wechat public platform, this paper analyzes 10 educational CSSCI journals who released on Wechat public platform in September 2015. By comparing the average daily reading per paper, it is found: the current Wechat public platform of academic journals has low rate of high quality original paper; paper number issued in one cycle and its spread effect is not a linear relationship; the Wechat platform has very small spread effect on disseminating traditional editing forms of academic papers; users read-intensive behavior occurs in the afternoon and in the evening time. When academic journals operate in specific Wechat public platforms, they should promote high quality academic papers, adhere to publishing academic hot comments, insist on analyzing academic experience; and they should make various editing forms, enhance interaction with the audience, focus on data analysis and develop advertising strategies.%为考察学术期刊微信公众平台的传播效果，调研2015年9月份在微信公众平台有内容发布的10家教育类CSSCI学术期刊，通过对比发布内容的单篇日均阅读量，发现目前学术期刊微信平台高质量原创比率较低、周期内发文数量与传播效果不呈线性关系、微信平台对于推送传统编辑形式学术论文传播效果甚微、平台用户的阅读密集行为多发生在下午和晚上时间。学术期刊在具体运营微信公众平台时应坚持推广高质量的学术论文，发布学术热点评论，分享学术经验；同时应丰富编辑形式，增强与受众互动，注重数据分析，拓展推广渠道。