体育科技期刊与微信公众号融合发展的实践与反思——以体育学评论为例  

A Study of Convergence Development forWeChat Account and Sports Technical Journals——Example of Sports Review

作　　者：谭广鑫[1,2] 杨管 TAN Guangxin;YANG Guan(School of Sports Science,South China Normal University,Guangzhou 510006,China;Editorial Department of“Journal of Physical Education”,Guangzhou 510631,China)

机构地区：[1]华南师范大学体育科学学院,广东广州510006 [2]《体育学刊》编辑部,广东广州510631

出　　处：《南京体育学院学报》2020年第11期17-23,共7页Journal of Nanjing Sports Institute

基　　金：国家社会科学基金青年项目(15CTY020);第十一届全国体育科学大会专题口头汇报论文。

摘　　要：对体育学评论微信公众号的建设现状进行分析,总结其实践中存在的问题和不足并给予反思,并据此提出今后公众号发展的优化提升策略。研究发现,当前体育学评论在实践中存在以下问题:(1)未针对性分门别类,推送内容纷繁杂乱;(2)同质化现象严重,转载内容多而原创文章少;(3)内容排版单调,缺少专业化运营管理;(4)后台互动较少,服务受众意识匮乏;(5)平台设计不美观,缺乏个性化服务;(6)目标定位不清晰,与期刊发展联系不紧密。针对上述存在问题和实际发展现状,认为今后公众号应从以下几方面着手进行优化和提升:(1)组建专职运营团队,加强推送内容的栏目策划;(2)完善平台建设,开发公众号个性化服务功能;(3)建立多方互动模式,打造受众—公众号—作者之间的交流平台;(4)树立品牌意识,加强公众号特色栏目建设;(5)推出微文专栏,善用国内外体育时政热点消息。This paper analyzes the current construction situation of the WeChat official account of Sports Review,summarizes the problems and shortcomings in the practice and gives reflections,and proposes the optimization and promotion strategy of the official account development in the future.The study found that the Sports Review has the following problems in practice:(1)with no targeted classification,pushing content is confusing;(2)homogenization is serious,reprinting more content and less original articles;(3)content layout is monotonous,lack of professionalism operational management;(4)less background interaction,lack of service audience awareness;(5)unreasonable platform design,lack of personalized service;(6)unclear target positioning,and close contact with journal development.In view of the above existing problems and actual development status,it is believed that the official account should be optimized and upgraded from the following aspects:(1)setting up a full-time operation team to strengthen the column planning of push content;(2)improving platform construction and developing the public service function of the public number;(3)establishing a multiparty interaction model to create an audience-public-author exchange platform;(4)establishing brand awareness and strengthen the construction of the official account special column;(5)launching a micro-text column to make good use of domestic and international sports hot news.

关 键 词：体育传播 微信公众号 体育科技期刊 体育学评论 体育学刊 

分 类 号：G80-05[文化科学—运动人体科学]