医学期刊微信视频号应用现状及发展策略探究  

Application of WeChat Channels among medical journals and strategies for the journal development

作　　者：刘洋[1] 李娜[1] 邓履翔 董哲[1] 李玉乐 赵娜[1] 吴一波[4] LIU Yang;LI Na;DENG Lüxiang;DONG Zhe;LI Yule;ZHAO Na;WU Yibo(Editorial Office of Medical Journal of Peking Union Medical College Hospital,Peking Union Medical College Hospital,Chinese Academy of Medical Sciences&Peking Union Medical College,1 Shuaifuyuan,Dongcheng District,Beijing 100730,China;College of Literature and Journalism,Central South University,605 South Lushan Road,Changsha 410083,China;Editorial Office of Traffic Safety and Environment,Central South University Press,932 South Lushan Road,Changsha 410083,China;School of Public Health,Peking University,38 Xueyuan Road,Haidian District,Beijing 100191,China)

机构地区：[1]中国医学科学院北京协和医学院北京协和医院《协和医学杂志》编辑部,北京市100730 [2]中南大学文学与新闻传播学院,湖南省长沙市410083 [3]中南大学出版社《交通安全与环境(英文)》编辑部,湖南省长沙市410083 [4]北京大学公共卫生学院,北京市100191

出　　处：《中国科技期刊研究》2022年第7期877-885,共9页Chinese Journal of Scientific and Technical Periodicals

基　　金：2021年度中国科技期刊卓越行动计划选育高水平办刊人才子项目-青年人才支持项目(2021ZZ052411);中国高校科技期刊研究会青年课题“医学期刊微信视频号运营现状及发展策略探究”(CUJS-QN-2021-003)。

摘　　要：【目的】了解我国医学期刊微信视频号运营现状,探究现存问题并提出建议,为更多医学期刊发展微信视频号提供思路。【方法】采用网络搜索法对《中文核心期刊要目总览(2020版)》收录的医药、卫生类期刊名称进行检索,获取期刊开通微信视频号的情况、信息资料、运营情况等相关数据进行统计整理、分析,总结问题并提出有效发展策略。【结果】医学期刊微信视频号存在开通率低、信息资料不完善、运营意识不强、推送规划不够、平台活跃度不高、渠道引流不足等问题。【结论】医学期刊在微信视频号领域具有较大发展空间,建议充分发挥新型视频媒介优势及自身学科优势,积极投身微信视频号,重视平台建设,提高运营意识,构建推送体系,并注重用户互动性及多渠道引流,提升微信视频号的传播能力。[Purposes] This paper aims to clarify the application of WeChat Channels among medical journals in China, summarize the problems, and propose countermeasures, so as to provide a reference for the development of medical journals via this platform. [Methods] Through network research, the application of WeChat Channels among journals of medicine and health disciplines indexed in A Guide to the Core Journals of China(2020 Edition), the information of the journals on the platform, and the operation of related accounts were analyzed. Problems were summed up and strategies for the development of these journals with this platform were proposed. [Findings] A small proportion of the journals have an official account on WeChat Channels and those with an official account have the problems of incomplete information, underemphasis on the platform operation, no detailed plan on the content, low activation on the platform, and low ability of attracting users. [Conclusions] Medical journals have great development potential on WeChat Channels. It is suggested that medical journals should make full use of the platform and their own advantages. To be specific, they should emphasize the operation of the official accounts on this platform, make a detailed plan on the content on the platform, and highlight user interaction and multi-channel attraction of users, to improve the dissemination on the platform.

关 键 词：医学期刊 微信视频号 新媒体 平台运营 提升策略 

分 类 号：R-05[医药卫生] G237.5[文化科学]