融媒体时代学报短视频营销传播

Short Video Marketing Communication of Journal in Convergence Media Era

在融媒体视阈下,结合当前我国飞速发展的5G信息技术和数字化环境,着眼短视频强大的传播营销功能和优势,选取学术期刊中具有代表性的学报为研究对象,通过分析学报当前营销现状和传播瓶颈,观察学报出版与短视频营销传播的互利契合点,提出了利用短视频提升学报营销水平和优化学术知识传播方式的可行性对策建议,以期破解当前学报“精于内容建设,疏于营销传播”的效益困局。

From the perspective of integrated media,combined with the rapid development of 5G information technology and digital environment in China,focusing on the powerful communication and marketing functions and advantages of short videos,representative academic journals were selected as research objects.By analyzing the current marketing status and communication bottlenecks of journals,the mutually beneficial fit between journal publishing and short video marketing communication was observed.In order to solve the benefit dilemma of the current journal of“being proficient in content construction and neglecting marketing communication”,feasible countermeasures and suggestions were put forward for using short videos to improve the marketing level of the journal and optimize the way of academic knowledge dissemination.