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【目的】了解学术期刊微信公众平台的传播特点及采用适宜形式,以促进传播效果最大化。【方法】以农业工程学报微信公众平台为案例,基于后台统计数据,分析平台用户关注和图文阅读情况。【结果】科研论文写作指导类、学报自身宣传类消息的图文转化率较高,根据论文内容所撰写的新闻通讯类消息以综合、土地和争鸣栏目的图文转化率较高;图文阅读渠道按阅读次数比例排序是:会话>朋友圈>其他>好友转发>历史消息。【结论】学术期刊微信平台较适宜的传播形式与措施主要有:将专业性强的学术内容以科普文章的形式传播;采用多图文发布形式;发布科研论文写作指导类消息,以及具有创新性、针对当前研究热点的科技消息等。
【Objective】 To understand the spread characteristics of the academic periodical WeChat public platform and to adopt suitable forms to promote the maximization of the dissemination effect. 【Method】 Based on WeChat Public Platform of Agricultural Engineering Journal, this paper analyzed the concerns of users and the reading of images based on the statistical data of the background. [Results] The research papers writing guidelines, the journal itself propaganda class message conversion rate is high, according to the content of the article, the news and information class messages written in comprehensive, land and contending columns of graphic conversion rate is higher; graphic reading Channels are sorted by the number of reads: Session> Friends Circle> Other> Buddy Forward> Historical News. 【Conclusion】 The academic journal WeChat platform more appropriate forms and measures of dissemination are: the professional content of academic content to popular science articles in the form of dissemination; the use of multi-graphic publishing form; publishing research papers writing guidance messages, as well as innovative , Science and technology news for the current research hot spots and so on.