| Under the background that academic journals use We Chat official account to spread academic information,this paper discusses the communication strategy of academic journal’s We Chat official account from the perspective of users,so as to provide reference for the leaders of academic journals and their We Chat official account operators.On the basis of understanding the current situation of the use of We Chat official account of academic journals,This study takes the theory of “use and satisfaction”,and adopts the methods of questionnaire survey and in-depth interviews to empirically explore the needs,usage behavior and satisfaction of We Chat official account users of academic journals.Then,it summarizes and analyzes the problems found by users in the process of using the We Chat official account of academic journals,which are summarized as four types of problems: imperfect platform construction,insufficient content attraction,insufficient interaction and communication,and lack of editing ability.Furthermore,this paper summarizes the more feasible communication strategies of We Chat official account of academic journals from the following four aspects: first,do a good job in the positioning of official account of journals by establishing the awareness of overall positioning,accurate positioning of users and positioning around the characteristics of the subject.Second,adhere to the principle that content is king,strengthen the characteristics,popularization and originality of content,and improve the effect of content communication.Thirdly,establish a feedback mechanism through multi-channel interaction and effect evaluation,increase publicity and promotion efforts at the same time.The fourth is to continuously improve the quality of editors and improve the service quality.Moreover,the case is illustrated by the official account of Transportation Safety and Environment of Central South University,which is actually operated by the author. |
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