数字时代科普期刊全媒体运营的BCPPU模式

摘要

[目的]基于SICAS用户消费行为模式探索移动互联网环境下的科普期刊全媒体运营模式.[方法]运用案例研究和综合分析相结合的研究方法,从品牌运营、内容运营、平台运营、支付运营和用户运营5个方面分析科普期刊的全媒体运营模式.[结果]以SICAS模式为内核探索科普期刊全媒体运营的BCPPU模式中,科普期刊的全媒体运营应运用社会化媒介实现品牌定位与多触点感知;细分读者群与创新内容生产;建立科普传播全媒体平台,拓展期刊品牌产业链;深挖全媒体盈利模式,实现全媒体移动支付;注重用户参与价值与口碑价值.[结论]科普期刊的全媒体运营探索需要在保持期刊特色的基础上,吸收、借鉴互联网领域的成熟经验,形成适合自身特点的媒介融合发展之路,这将提高科普期刊的数字营销力与品牌影响力,加速期刊的市场转型.%[Purposes] This study aims to explore the all-media operation mode of popular science journals under the mobile intemet environment based on SICAS consumer behavior mode.[Methods] We analyzed the media operation mode of popular science journals by combing the case study and comprehensive analysis in brand operation,content operation,platform operation,payment operation and user operation.[Findings] In the BCPPU mode that uses the SICAS mode as the core to explore the media operation of popular science journals,the all-media operation of popular science journals should use social media to realize brand positioning and multi-contact perception,separate the readership and provide innovative content production,establish a media platform for popularization brands,deep excavate the all-media profit model to achieve its payment,and focus on the value of the user participation and the word of mouth.[Conclusions] All-media operation of the popular science journals needs to maintain their own characteristics based on the intemet field experience.This will improve the digital marketing and brand influence of popular science periodicals,and accelerate the market transition.