“学术中国”对学术期刊微信公众号运营的启示

摘要

[Purposes] This paper aims to summarize the operation mode of WeChat public account of academic journals for the situation that the operation effect of WeChat public account of academic journals is poor.[Methods] Case study approach was adopted.Business strategy of Academic China was analyzed and the successful experience in WeChat public account was summarized.[Findings] Operation ideas of WeChat public account of Academic China have been found out through case data analysis,which provided a reference to domestic academic journals.[Conclusions] For the operation of WeChat public account of academic journals,it needs to make accurate position for WeChat public account,strengthen the production of contents for WeChat public account,put emphasis on cross media integration and profit model construction,integrate resource advantages of academic journals and improve the market competitiveness of science and technology journals.%[目的]针对学术期刊微信公众号运营效果普遍较差的现状,总结学术期刊微信公众号运营模式.[方法]采取个案研究的方式,分析“学术中国”微信公众号的经营策略,总结其成功经验.[结果]通过个案数据分析,总结“学术中国”微信公众号运营思路,为国内学术期刊提供参考.[结论]运营学术期刊微信公众号,应对微信公众号进行准确定位,加强微信公众号内容生产,重视跨媒体融合与盈利模式构建,整合学术期刊资源优势,提升科技期刊市场竞争力.