电子期刊“微媒体”传播策略分析

摘要

随着“微媒体”格局的形成，以微信、微博、官网客户端等为代表的“微媒体”成为“微时代”重要的传播载体。文章结合案例分别探讨了电子期刊在微信、微博、官网客户端中的传播，具有“粉丝围观”提人气、“精准传达”读品质、“品牌延伸”辟新路的优势，并分析三者在互联传播中存在的互联形式简单易被忽视、互联内容互动效果欠佳等问题，提出形式上便捷设置增加三者链接粘性，内容上交叉活动加强用户的参与性等合理的建议，以期对电子期刊有效使用“微媒体”传播有所帮助。%Since the Micro-media pattern establishes ,the Micro-media with the representation of as WeChat , Microb-log,Website client ,has become the main means of communication .The article discusses the advantage of electric journals in communication by means of WeChat , Microblog, Website client repectively and analyzes the problems of these three means in the interconnect communication .Then,some rational advice is put forward in order to offer some help to the elec-tric journals so as to let them make use of the Micro-media to communicate effectively .