电子期刊“微媒体”传播策略分析

An Analysis about the Micro-media Communication Strategy of Electric Journals

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,Microblog,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 electric journals so as to let them make use of the Micro-media to communicate effectively.