融媒体时代学术期刊传播矩阵的运营策略

Operation Strategy to Communication Matrix of Academic Journals in Media Convergence Era

融媒体时代,学术期刊的传播力对学术期刊的影响越来越大,学术期刊必须重视传统传播与新媒体传播的融合与协同,建立传播矩阵是其适应融媒体传播的时代要求。学术期刊应充分利用内部与外部资源,基于不同传播渠道的特点取长补短,为不同传播单元赋予差别化的功能定位,针对不同场景灵活地开发和运用期刊资源,从而建立多元化的传播矩阵。为了充分发挥传播矩阵的协同整体效应,学术期刊还必须更新理念,通过流程再造、内容扩展以及精细化的用户管理等运营策略,差异性的学术产品满足不同用户的需求,提高用户黏性,培育用户的品牌忠诚度,从而提高学术期刊的综合影响力。

In the era of media convergence,the spread of academic journals is more and more important to these journals.Therefore,academic journals must attach importance to the integration and collaboration of traditional communication and new media communication,and the establishment of communication matrix is to meet the requirements of the time.Academic journals should make full use of both internal and external resources,learn from each other based on the characteristics of different communication channels,give different communication units differentiated functional positioning,and flexibly develop and use journal resources according to different scenes,so as to establish a diversified communication matrix.In order to give full play to the transmission matrix of overall coordination effect,academic journals must also update the conception,apply the strategies of process redesigning,content expansion and intensification of user management operation,so as to provide diversified academic products to meet the needs of different users,to improve the users’viscosity,cultivating users’brand loyalty,and improve the comprehensive influence of academic journals.