高校学报微信公众平台的发展现状和运营策略研究

Analysis of the development status and operation strategy of the WeChat public platform in university journals

【目的】探究高校学报微信公众平台的问题,提出运营策略,以提高服务效果。【方法】基于高校学报微信公众平台调查情况,总结和分析高校学报微信公众平台存在的问题。【结果】高校学报微信公众平台存在未受重视、功能结构建设不完善、与读者交流几乎为零且推送量少、推送频率低、内容可读性不强等问题。【结论】提出了一系列运营策略,包括差异化微信运营模式,加强微信公众平台的宣传,完善平台建设和突出内容优势,加强与读者间的交流,打破传统纸刊内容的限制,促使传统编校转型等六个方面的建议,旨在为高校学报微信公众平台的建设提供新的思路。

[Purposes]With the analysis of problems of the WeChat public platform in university journals,the operation strategy will be proposed and the service effects can be advanced.[Methods]Based on the research of the WeChat public platform in university journals,the problems were summarized and analyzed.[Findings]Some problems exist,such as being neglected,imperfect functions and structures,communicating less with readers and less push,less push frequency,less readability and so on.[Conclusions]Operation strategies have been presented.It should make great efforts in strengthening the publicity of different operation models of theWeChat public platform,perfecting platform construction and highlighting the content,improving communication with readers,breaking the limits of traditional paper publications,changing traditional editing and proofreading.We hope that it will provide new ideas to the construction of the WeChat public platform in university journals.