基于扎根理论的科技期刊微信运营策略分析

【目的】为科技期刊提供系统化运营微信的策略参考。【方法】应用扎根理论方法,以41篇发表于核心期刊的科技期刊微信应用研究文献为数据来源,对其中有关运营经验和建议的文本通过编码分析提取运营策略。【结果】科技期刊微信运营包括平台定位、用户分析、信息结构、功能结构、用户体验、推广、商业模式、组织、安全性和评价十种策略,并通过用户识别、平台结构、价值实现、保障优化四个范畴整合为一个运营策略框架。【结论】科技期刊应根据用户识别结果来设计和实施微信平台结构,依赖优良用户体验促进价值目标实现,采取有力保障优化措施为全部运营工作提供持续性支持。

The analysis of strategies about scientific journals' WeChat operation based on the grounded theory

[Purposes] This paper aims to provide a strategic reference for the systematic WeChat operation of scientific journals.[Methods]By using themethods based on the grounded theory, this study has encoded and analyzed the text about the experience and suggestion of the WeChat operation mentioned in 41 papers on the WeChat application for scientific journals published in Chinese core journals for extracting operation strategies.[Findings] There are ten kinds of strategies for scientific journals'WeChat operation including platform orientation, user analysis, information structure, function structure, user experience, promotion,business pattern, organization, security and evaluation, which form an integrated operation strategy frame through four categories:user identification, platform structure, value realization, guarantee and optim ization.[Conclusions] The scientific journal should design and carry out the platform structure of WeChat based on the result of user identification and depending on good user experience for the better realization of value purpose,and should provide continuous support for all the operation work by taking measures about guarantee and optim ization.