科技期刊邮件推送的用户调研与策略分析  

Survey and strategic analysis of e-mail campaign of scientific journals

作　　者：张然[1,2] 孙佳璇 韩峰 皇甫慧超 丁洁 王晓峰[1,2] 杨蕾 ZHANG Ran;SUN Jiaxuan;HAN Feng;HUANGFU Huichao;DING Jie;WANG Xiaofeng;YANG Lei(Shanghai Institute of Optics and Fine Mechanics,Chinese Academy of Sciences,390 Qinghe Road,Jiading District,Shanghai 201800,China;Chinese Laser Press Co.,Ltd.,390 Qinghe Road,Jiading District,Shanghai 201800,China)

机构地区：[1]中国科学院上海光学精密机械研究所,上海市201800 [2]《中国激光》杂志社有限公司,上海市201800

出　　处：《中国科技期刊研究》2022年第4期506-512,共7页Chinese Journal of Scientific and Technical Periodicals

基　　金：中国科学院自然科学期刊编辑研究会课题“邮件推送在学术宣传中的策略和做法”(YJH202126);中国科技期刊卓越行动计划(卓越计划-B-009)。

摘　　要：【目的】从读者和期刊两方面进行调研,对比分析科技期刊通过邮件推送进行宣传,从而促进学术成果有效传播,增强用户黏性的策略,为我国科技期刊宣传提供参考。【方法】通过问卷调查、实例调研、案例分析及对比,分析不同做法对邮件推送结果的影响,给出优化的方法和建议。【结果】问卷调研结果反映的用户需求与同行期刊和中国激光杂志社邮件推送实例的分析结果相互印证。科技期刊在进行邮件推送时,要先了解邮件推送目标用户的需求,并根据需求对邮件推送活动进行合理优化。【结论】精准性是邮件推送工作首先要考虑的因素;合适的主题、时效性强、恰当的推送频率也是推送工作需注意的要素。[Purposes] This study aims to analyze the strategy of the e-mail campaign for promoting the effective dissemination of academic achievements and enhancing the bond of readers based on the survey from readers and journals to provide references for the publicity of Chinese scientific journals. [Methods] The effects of the questionnaire survey, case study, and case analysis and comparison on the results of e-mail campaigns were analyzed, and optimized methods and suggestions were provided. [Findings] The needs of readers reflected by the questionnaire survey were mutually confirmed with the analysis results of e-mail campaigns by peer journals and Chinese Laser Press. Chinese scientific journals must be aware of the needs of the target readers before e-mail campaigns and reasonably optimize the strategies of e-mail campaigns accordingly. [Conclusions] Accurate delivery is the primary factor to be considered in e-mail campaigns. Additionally, appropriate themes, timely contents, and proper frequency are also important factors to be highlighted.

关 键 词：科技期刊 邮件推送 论文推广 问卷调研 推送频率 推送主题 

分 类 号：G237.5[文化科学]