学术类微信公众号运营与服务特征解析及启示

Analysis and Inspiration of the Operation and Service Characteristics of Academic WeChat Official Accounts

微信公众平台已成为学术信息服务的重要载体,但学术类微信公众号发展水平良莠不齐。文章选取12个优质学术类微信公众号,基于运营认证方与定位、团队与合作、运营矩阵、发布习惯、服务功能、原创与传播力维度等统计数据,多维度解析其运营与服务特征,并为同类微信公众号的发展提供启示:运营体系化建设是基础保障、智能化个性化知识服务是重要的发展方向。

The WeChat public platform has become an important carrier of academic information services,but the development of academic WeChat official accounts is patchy.The study selects 12 outstanding academic WeChat official accounts,and analyzes the operation and service characteristics of the WeChat accounts from multiple dimensions based on statistical data including certification and orientation,talent teams and operation,operation matrix,release patterns,functions of services,originality and transmission.The study aims to inspire similar WeChat official accounts by making it clear that the systematic building of operation underpins the development of the accounts,and intelligent and targeted knowledge services represent the defining trend of development.