食品类科技期刊微信公众号矩阵的构建策略——以食品类中文核心期刊为例

【目的】 以食品类中文核心期刊为例,构建食品类科技期刊微信公众号矩阵,为期刊实现高质量传播和数字化转型提供参考。【方法】 通过清博大数据平台和微信公众号后台,运用归纳总结法,对21种食品类中文核心期刊微信公众号的运营现状进行调查和梳理,分析存在的问题。【结果】 大部分食品类科技期刊的微信公众号存在定位不清、功能设置不完善、缺乏行业交流与衔接、科普内容不足、国际传播力弱等问题,未能很好地发挥公众号在期刊内容和行业信息传播上的优势。【结论】 食品类科技期刊可以从学术传播、科研资讯、科普推广、国际交流4个方面建立微信公众号,构建微信公众号矩阵,通过明确定位、精准运营,并策划联动专题,实现公众号之间的差异互补、协同运营,以提升期刊的品牌形象,推动行业发展。

Strategy for constructing a matrix of WeChat official accounts of food scientific journals: A case study of Chinese core food journals

[Purposes] This paper aims to establish a matrix of WeChat official accounts of Chinese core food scientific journals, which is expected to provide a reference for high-quality communication and digital transformation of journals. [Methods] On the basis of Gsdata and WeChat official accounts, we analyzed the status quo and problems of WeChat official accounts of 21 Chinese core food journals. [Findings] Most of the WeChat official accounts of food scientific journals have such problems as unclear orientation, no tailored functions, lacking information on frontiers of food industry, insufficient science popularization, and unsatisfactory international dissemination. Thus, they fail to effectively disseminate journal content and industry information. [Conclusions] Food scientific journals can choose academic dissemination, scientific research information, science popularization, or international communication as the orientation of their WeChat official accounts and construct a matrix of WeChat official accounts with clear orientation and specific operation plan. Interaction activities can be planned among these accounts to support complementary and synergistic operation, enhance journals' brand image, and promote industry development.