我国科技期刊短视频营销推广的现状、问题及对策

Current situation,problems,and countermeasures on short video marketing promotion of scientific journals in China

【目的】探索媒体融合背景下科技期刊短视频营销推广的新模式和应对策略,为我国科技期刊市场化运作和产业化发展助力。【方法】运用案例分析法、对比研究法和归纳总结法对科技期刊短视频营销推广的现状及问题进行分析,探索科技期刊短视频营销推广的发展对策。【结果】AILSFA模式是科技期刊短视频营销推广的创新模式,能够显著提升科技期刊短视频营销推广的能力,这一模式包括6个环节:引起注意、激发兴趣、精准定位、构建场景、形成流量池思维和触发购买行为。【结论】科技期刊短视频营销推广需要组建专业的营销团队与短视频制作团队;对读者进行用户画像,加强内容的精准定位;进行线上线下多渠道、多形式的营销;打造品牌,实现品效合一。

[Purposes] This paper aims to explore the new model and countermeasures of short video marketing promotion of scientific journals in the context of media convergence,so as to promote the marketization and industrialization of scientific journals in China. [Methods]We analyzed the current situation and existing problems in short video marketing promotion of scientific journals using methods of case analysis, comparative study, and inductive summary, and explored the implementation countermeasures for short video marketing promotion of scientific journals. [Findings] AILSFA is an innovative model of short video marketing promotion for scientific journals,which can greatly enhance the ability of short video marketing promotion for scientific journals. This model has six links: attention,interest,location,scene,flow pool,and action. [Conclusions] The short video marketing promotion of scientific journals requires to establish a professional marketing team and a short video production team;to perform user portraits for readers and strengthen the precise positioning of content;to carry out multi-channel and multiform marketing online and offline;and to build a brand and achieve the integration of quality and efficiency.