Research On Managerment Of New Media Of Natural History

With the continuous development of the new media era,traditional popular science periodicals are also exploring new media in order to be able to make good use of new media to create new economic and social benefits in the new media era and better respond to the relevant policy support of the state for science popularization.Among popular science journals,Natural History under Chinese National Geography has achieved outstanding results,flexibly using various new media platforms for operation,choosing a mode suitable for the current Internet environment management,and gaining high influence.In order to better summarize and obtain the new media operation strategy of the Natural History and provide certain references for other popular science journals of the same type,this paper explores and studies the management of new media of the Natural History through literature analysis,data analysis,case analysis and interdisciplinary analysis,discusses and summarizes its operation work and strategy,analyzes its problems and puts forward prospects.This paper is divided into five parts,which analyzes and studies the new media operation of Natural History.The first part of the introduction includes a literature review,theoretical basis and research methods,and the innovations of this paper.The second part is to sort out the history of the development of new media in Natural History,which the author creatively divides into four stages: the initial period,the establishment period,the peak period and the transformation period,and selects landmark events as the basis for division.At the same time,based on the framework of the classic "5W model" of communication,the author comprehensively sorts out the current development status of new media operation of Natural History,and the operation subject of Natural History has changed from simple authority guarantee to personalized operation;Operate content production platform;The operating medium is mainly "two micro and one trembling" and bilibli;The audience of new media is mainly "Generation Z" people;The operation effect has achieved the unity of social and economic benefits.The third part uses the integrated marketing theory "4I theory" applicable to the Internet era in marketing to summarize the experience of the operation of Natural History,and explores the new media operation of Natural History based on the principle of fun,the principle of interest,the principle of interaction and the principle of personality,which has the ability to closely follow the interests of Internet users,take advantage of marketing,continue to create "memes",and create a relaxed and humorous popular science atmosphere;Provide material and spiritual value,provide promotional activities and alleviate people’s intellectual anxiety;Enhance audience engagement,engage directly with fans and create immersive videos;Pay attention to the audience and their own characteristics,accurately locate the interests and hobbies of "Generation Z" and consolidate the experience of developing their own characteristics for similar magazines.In the fourth part,through the author’s observation and research,it is found that the new media operation of Natural History currently has several problems such as Zhang Chenliang’s personal influence,insufficient construction of new media matrix,lack of operation of fan community,and media content stagnation,and in view of the problem,in the fifth part and the current new development of the Internet,it is proposed to do a good job in differentiated operations,including the content differentiated operation of the same platform and different platforms;Balancing the relationship between science and popularity,mainly to avoid obvious personal positions and respect for the object of popular science;Strengthen fan operations,including establishing a good community communication mechanism and obtaining UGC value;Measures such as maintaining brand image,creating suitable personalities,paying attention to improving public relations capabilities,and preparing for the advent of the era of artificial intelligence.In the new media era,the preferences of various media and netizens change rapidly,and the new media operation of popular science magazines should be constantly adjusted with the development of the times.In order for Museum and other similar periodicals to follow the development of the times and improve their new media operation construction,it is necessary to strengthen the continuous practice summary and academic research on the new media operation of the industry leader Natural History,and promote it to play a greater role in the new media operation of journals and scientific communication.