Research On Operation Strategy Of Popular Science Short Video In Institute Of Physics,CAS

In recent years,with the increasing willingness of people to acquire scientific knowledge,scientific communication has also developed.In addition,visual presentation,digital communication and social media platforms have contributed to the rapid rise of scientific knowledge dissemination through short videos.Official science popularization institutions have also taken this opportunity to develop their own media accounts and take advantage of their credibility to occupy a place in the field of science popularization.Based on this,this paper takes the "Institute of physics,Chinese Academy of Sciences" in the field of popular science short video as the research object,analyzes its popular science short video operation strategy,and summarizes its successful experience and problems.Using interdisciplinary thinking analysis and demonstration,and introducing the relationship marketing theory and 4R Theory in marketing,this paper studies the operation strategy of we media account of Institute of physics,Chinese Academy of Sciences.This paper analyzes the short video operation characteristics of the we media account of the Institute of physics of the Chinese Academy of Sciences from three perspectives: content operation,activity operation and user operation,and integrates the operation strategies of all dimensions on the basis of analyzing the operation characteristics of its popular science short video.Through the above research,it is found that the content operation characteristics in the we media account of the Institute of physics of the Chinese Academy of sciences are mainly divided into content planning,content incubation and delivery adaptation,respectively for the topic selection planning,content acquisition and production,and content presentation and delivery in its content operation strategy;The characteristics of activity operation are mainly divided into user cognition,market response,user experience and social benefits,aiming at the innovation,promotion,retention and transformation of its activity operation strategy;The characteristics of user operation are mainly divided into four directions: user freshness,user activity,user retention and user transformation,which are respectively aimed at the maintenance of original users,the development of new users and the concept of community in the user operation strategy.Finally,on the basis of summarizing the above operation strategies,this paper puts forward optimization suggestions for the problems existing in its operation strategies.