The Research On Social Media Marketing Strategy Of Academic Journals Under Open Access Model

The main objective of this study is to explore social media marketing strategy under the open access model of academic journals.With the development of the Internet era,academic publishing business model is also undergoing tremendous transformation.Open access,this new publishing model began to develop rapidly,due to it coincide with the researchers and authors' demand to be more widely cited and referred by peers.It gradually replaces the traditional subscription-based publishing model.Under the open access model,marketing has played a more critical role than in the past,because the business model changed from the original B2 B to B2 C.Content promotion is more important than before.At the same time,more and more Chinese people began to use social media,spend more time on social media.Social media is the most effective channel for content marketing.In this study,used SN publishing group as an example,who is the global OA pioneer.With comprehensive analysis of internal and external environment,and fully insight into the researchers of their attitude on the social media,and how they do professional work via social media,then developed social media marketing strategy and wechat implementing strategy.The research results of this paper have practical significance to SN publishing group,and could be referred by related publishers.