文学类学术期刊微信公众平台运营现状及优化策略——以《杜甫研究学刊》为例  

The operation status and optimization strategy of WeChat public platform for literary academic journals——Take Journal of Du Fu Studies as an example

作　　者：张月 贾兵 ZHANG Yue;JIA Bing(Editorial Department of Journal of Du Fu Studies,Chengdu 610072,China)

机构地区：[1]《杜甫研究学刊》编辑部,四川成都610072

出　　处：《金华职业技术学院学报》2023年第1期30-35,共6页Journal of Jinhua Polytechnic

基　　金：2019年度成都杜甫草堂博物馆课题“学术类微信公众号运营研究:以《杜甫研究学刊》微信公众号为例”(2019DFCT-YB11)。

摘　　要：微信公众平台作为网络新媒体,在提升学术期刊的传播力和影响力方面发挥着重要作用。针对目前文学类学术期刊存在的运营模式问题,本文以《杜甫研究学刊》为调查对象,通过同类期刊间的横向比较、样本的描述性分析,剖析目前文学类学术期刊微信公众平台运营面临的困境,提出了明确公众号定位以体现学术期刊品牌、完善服务功能以提供有价值的增值服务、优化栏目设置以开展分层分类引导、加强原创内容策划以实现个性化发展、实施多媒体融合以强化新媒体的传播意识、进行矩阵化运营以建立集群化运营模式的运营策略,以期为期刊微信公众平台运营发展提供一定的参考和借鉴。As a new network media, WeChat public platform plays an increasingly important role in the dissemination and influence of academic journals. In order to better deal with the problems existing in the existing operation mode of literary academic journals and explore the feasible operation strategy, this paper takes Journal of Du Fu Studies as the investigation object, through the horizontal comparison between similar journals and the descriptive analysis of samples, aiming at the operation dilemma faced by the WeChat public platform of literary academic journals. In order to provide some reference for the operation and development of the WeChat public platform of journals, this paper puts forward the operation strategies of clarifying the positioning of the public number to reflect the brand of academic journals, improving the service function to provide valuable value-added services, optimizing the column setting to carry out hierarchical classification guidance, strengthening the original content planning to achieve personalized development, implementing multimedia integration to strengthen the communication consciousness of new media, and carrying out matrix operation to establish cluster operation mode.

关 键 词：微信公众平台 学术期刊 文学类 《杜甫研究学刊》 优化策略 

分 类 号：G237.5[文化科学]