Exploration And Innovation Of Knowledge Services In China National Geographic Magazine

The essence of publishing activities is the production and dissemination of knowledge.A good knowledge service is not only an important factor for the stable development of magazines,but also the best way for them to achieve social and economic benefits.The rapid development of internet technology and the high popularity of mobile devices have made knowledge readily available,directly leading to the uneven quality of the content of the knowledge being disseminated.Therefore,how to effectively extract information and provide accurate and reliable knowledge services to users has become a major challenge.As times change,traditional knowledge services have long been unable to adapt to the ever-changing market environment,and the gradual maturation of network technology has brought opportunities for the flourishing of knowledge services.Since its inception,National Geographic China has focused on the popularisation of science and on building the content of its publications.With the support of quality content,the magazine has penetrated into other industries such as tourism,cultural and creative industries,film and television by way of brand radiation,and has made a splash in these fields.At the same time,the lack of a knowledge service segment in China’s publishing industry has caught the attention of magazines.The importance of knowledge services to users,its reliance on the Internet and its flexibility have signalled to the society-focusing on knowledge services in the era of digital media has been a major trend and knowledge services have ushered in new development opportunities.The previous construction of knowledge services by National Geographic China was notable,but it was no different from other knowledge services in the market and lacked innovation.National Geographic China has high-quality and exclusive information resources and rich experience in digital practice,all of which have laid the foundation for it to explore new knowledge service paths,and the booming development of short-form video software has allowed the magazine to capture the possibilities.The mobile audio and video industry has given rise to a new content production model-the PUGC model-which is unique in its high-quality content output,dynamic presentation and all-round access to audio and visuals,and is highly compatible with knowledge services,as well as with the scientific and rigorous management attitude of National Geographic China.As a result,the magazine uses the PUGC model to produce knowledge service content,and disseminates it through various media platforms such as the Beili Beili video website,Jieyin short video,Zhihu,Weibo and Tencent video,providing audiences with videobased dynamic knowledge services,and achieving good economic and social benefits.The specialised content production emphasised by the PUGC model,as well as the model’s reliance on the communication function of the media platform,are compatible with the nature of publishing activities.Therefore,this new knowledge service path can also provide a reference for the exploration and innovation of knowledge services for other magazine publishers in China.