地方高校学报微信公众号运营策略研究——以特色栏目为例  

Research on Operation Strategy of Wechat Public Accounts of Local University Journals

作　　者：陈婷 周建梅[2] CHEN Ting;ZHOU Jianmei(Editorial Department of Journal of Changsha University,Changsha Hunan 410022,China;Editorial Department of Forestry and Ecology,Changsha Hunan 410004,China)

机构地区：[1]长沙学院学报编辑部,湖南长沙410022 [2]<林业与生态>编辑部,湖南长沙410004

出　　处：《长沙大学学报》2019年第3期52-56,共5页Journal of Changsha University

基　　金：长沙市科技计划一般项目"地方高校学报微信公众平台差异化建设研究";编号:K1705104;湖南省教育厅重点项目"媒介融合视野下选题资源全媒体开发利用研究";编号:17A134

摘　　要：高校学报微信公众号的影响力、传播力和竞争力都十分有限。要想实现突破性发展,地方高校学报微信公众号建设就要打破固化思维,走产品营销道路。在对内容资源进行再生产即内容产品化过程中,地方高校学报微信公众号应该坚持5I原则,即Interesting、Interests、Interaction、Individuality、Image。其中,Individuality主要体现在个性化内容的特色栏目上。通过利用纸刊已有的特色栏目内容,深挖特色栏目的衍生资源,地方高校学报公众号就可以具有一定程度的"不可替代"的内在品质,从而实现"错位竞争""特色办号"。The influence, communication and competitiveness of Wechat public accounts of university journals are very limited. In order to achieve a breakthrough development, the construction of Wechat public accounts in local university journals should break the solidified thinking and take the road of product marketing. In the process of reproducing content resources, which is to transfer contents into products, the Wechat public accounts of local university journals should adhere to the 5I principle, namely, Interesting, Interests, Interaction, Individuality and Image. Individuality is mainly embodied in the characteristic columns of personalized content. By utilizing the existing contents of characteristic columns and digging the derivative resources of characteristic columns, the public accounts of local university journals can have a certain degree of “irreplaceable” intrinsic quality and realize “dislocation competition” and “characteristic journal management”.

关 键 词：地方高校学报 特色栏目 微信公众号 营销策略 

分 类 号：G237.5[文化科学]