医学期刊微信视频号应用现状及发展策略探究

Application of WeChat Channels among medical journals and strategies for the journal development

【目的】了解我国医学期刊微信视频号运营现状,探究现存问题并提出建议,为更多医学期刊发展微信视频号提供思路。【方法】采用网络搜索法对《中文核心期刊要目总览(2020版)》收录的医药、卫生类期刊名称进行检索,获取期刊开通微信视频号的情况、信息资料、运营情况等相关数据进行统计整理、分析,总结问题并提出有效发展策略。【结果】医学期刊微信视频号存在开通率低、信息资料不完善、运营意识不强、推送规划不够、平台活跃度不高、渠道引流不足等问题。【结论】医学期刊在微信视频号领域具有较大发展空间,建议充分发挥新型视频媒介优势及自身学科优势,积极投身微信视频号,重视平台建设,提高运营意识,构建推送体系,并注重用户互动性及多渠道引流,提升微信视频号的传播能力。

[Purposes] This paper aims to clarify the application of WeChat Channels among medical journals in China, summarize the problems, and propose countermeasures, so as to provide a reference for the development of medical journals via this platform. [Methods] Through network research, the application of WeChat Channels among journals of medicine and health disciplines indexed in A Guide to the Core Journals of China(2020 Edition), the information of the journals on the platform, and the operation of related accounts were analyzed. Problems were summed up and strategies for the development of these journals with this platform were proposed. [Findings] A small proportion of the journals have an official account on WeChat Channels and those with an official account have the problems of incomplete information, underemphasis on the platform operation, no detailed plan on the content, low activation on the platform, and low ability of attracting users. [Conclusions] Medical journals have great development potential on WeChat Channels. It is suggested that medical journals should make full use of the platform and their own advantages. To be specific, they should emphasize the operation of the official accounts on this platform, make a detailed plan on the content on the platform, and highlight user interaction and multi-channel attraction of users, to improve the dissemination on the platform.