中国高校学报短视频平台运营现状分析  

Analysis on the Operation of Short Video Platform of Chinese University Journals

作　　者：陈学文 孙劲楠 丁佐奇 CHEN Xuewen;SUN Jinnan;DING Zuoqi(School of International Pharmaceutical Business,China Pharmaceutical University,210009,Nanjing,China;Editorial Department of Chinese Journal of Natural Medicines,210009,Nanjing,China)

机构地区：[1]中国药科大学国际医药商学院,南京210009 [2]《中国天然药物》编辑部,南京210009

出　　处：《数字出版研究》2023年第1期72-79,共8页DIGITAL PUBLISHING RESEARCH

摘　　要：对中国高校学报在微信视频号、抖音以及哔哩哔哩视频网等短视频平台运营的现状进行分析,总结适合于高校学报的短视频平台运营策略。采用普查法和内容分析法,在3个短视频平台中筛选出高校学报的账号信息和内容分布,比较分析“双一流”建设高校和非“双一流”建设高校的学报运营情况以及传播中存在的问题。高校学报在短视频平台运营中存在账号信息数量较少、发布内容较分散且单一以及传播效果不明显等问题,高校学报应转变发展理念、多平台服务期刊发展,优化内容分布、高质量输出特色内容,提高传播效率、多方法提升用户黏性。This paper analyzes the operation of short video platforms of Chinese university journals,including WeChat video,Tiktok and Bililivideo network,and summarizes the strategies for operating short video plaforms suitable for university journals.Through the methods of the census and content analysis,the account information and content distribution of university journals were screened out from the three short video platforms,and the journal business and its problems in communication of"double first-class"universities and no"double first-class"universities were compared and analyzed.In operating short video platform of university journals,Problems exist,such as inadequate account information,scattered and poor publishing content,and weak communication effect.University journals should change the concept of journal operation,develop multi platform ser vice journals,optimize content distribution,output feat ured content with high-quality,improve communication efficiency and user stickin ess in different ways.

关 键 词：高校学报 短视频 新媒体 传播影响力 

分 类 号：G230.7[文化科学]