A Study On Wechat Official Accounts Platforms Marketing Of CSSCI Periodicals Of Publishing Science

With the rapid development of Internet and mobile communication technologies,information,intellectual properties and essentially everything that defines human culture are readily accessible on the Internet.This has fundamentally influenced human lifestyle.Looking into Chinese social media scene,one would find Wechat a magnate which cannot be ignored.Started as a mere instant messaging tool,Wechat has become one of the most influential mega-apps in Chinese way of life,providing millions of people with social media platforms,news/article subscription services,and even financial services such as cash transaction and loan services.As early as in 2013,CSSCI periodicals of publishing science probed into Wechat official accounts platforms,the article discussed the potential to carry out brand marketing activities using the platforms.In the first segment of this paper,current status of CSSCI periodicals Wechat official accounts platforms marketing are being analyzed.Then it summarizes the marketing processes and general conditions of Wechat official accounts platforms of CSSCI periodicals and finds that the competition has become increasingly fierce,increasing cravings for informative contents and better services are ignored.However,CSSCI periodicals only regard Wechat official accounts platforms as a supplementary channel for academic paper distribution and dissemination,and they do not make full use of opportunities and their own advantages.Based on the analysis model SICAS,a consumer analysis model in the Internet 2.0 era,the study analyzes the status and problems of Wechat official accounts platforms marketing of CSSCI periodicals of publishing science.In the stage of mutual perception between readers and the periodicals,the vague position of Wechat official accounts platforms,the lack of authentication and the lack of external promotion activities result in the limited branding influence of CSSCI periodicals of publishing science.In the stage of stimulating readers' interests and triggering communication,the problems such as the mediocre topic selection and irregular distribution lead to the lack of attraction and the inability of readers to communicate with the Wechat official accounts platforms.In the stage of communication and interaction between readers and the Wechat official accounts platforms,the menu functions are not satisfactory to readers.In the stage of promoting purchases,the promotion methods are not attractive and consequently the readers' willingness to pay is low.In the stage of readers' experience sharing,the editors of CSSCI periodicals of publishing science lack the awareness of guiding readers to share the contents.In this situation,it is rather difficult for the editors to fully learn public opinions,thus failing to fulfill second sales.Due to the homogenization and conservatism of marketing strategies,the study chooses some cases which are developing well in marketing to sum up the experiences and lessons: Yixuezhe?Mogo?Xueshuzhi?Sheke xueshuquan.The success of the cases lies in the diversion of correlative platforms,the vertical marketing of the target readers,the combination of social and academic topics,the lowering of the reading threshold and the establishment of the reader communities to achieve real-time communication between readers and editors.However,there are still some problems in need of resolving,such as poor interactive experience,inactive readers and worthless output in the communities.Finally,based on the theory of social media marketing and the double-effect principle,the study puts forward some suggestions for Wechat official accounts platforms marketing of CSSCI periodicals of publishing science.Firstly,editors should open the drainage entrance of online platforms,then the genre and frequency of online activities should be improved.Academic competitions should be jointly organized by the relevant organizations to convey readers flow and enhance the perception of periodicals brands.Secondly,the social and academic topics need be balanced.Readers are encouraged to make collaborative production and editors are supposed to improve editing skills so as to enhance the value of essays and incite readers' interests.Thirdly,the online links should be regularly updated.The submission and review terminals should be connected.Fresh designs and smooth interactions of the webpages would be icings on the cake.Editors are recommended to set keywords replies,so as to improve readers' interactive experience and enhance the user adhesiveness.Fourthly,in combination with the resource advantages of CSSCI periodicals,the online products and services should be improved.By making use of psychological skills and improving sales modes,platforms urge readers to make purchase decisions.Fifthly,it's important to establish the online readers' communities where readers are guided to share their comments,and a monitoring database should be established as well,in order to promote the adjustments to marketing strategies.