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【目的】为科技期刊提供系统化运营微信的策略参考。【方法】应用扎根理论方法,以41篇发表于核心期刊的科技期刊微信应用研究文献为数据来源,对其中有关运营经验和建议的文本通过编码分析提取运营策略。【结果】科技期刊微信运营包括平台定位、用户分析、信息结构、功能结构、用户体验、推广、商业模式、组织、安全性和评价十种策略,并通过用户识别、平台结构、价值实现、保障优化四个范畴整合为一个运营策略框架。【结论】科技期刊应根据用户识别结果来设计和实施微信平台结构,依赖优良用户体验促进价值目标实现,采取有力保障优化措施为全部运营工作提供持续性支持。
【Objective】 To provide strategic references for sci-tech periodicals to systematically operate WeChat. 【Method】 Based on the grounded theory, 41 research papers of micro-science and technology periodicals published in the core journals were used as the data sources, and the operational strategies and suggestions were extracted from the texts of the relevant operational experiences and suggestions through coding analysis. [Results] WeChat operation of sci-tech periodicals included ten strategies of platform orientation, user analysis, information structure, functional structure, user experience, promotion, business model, organization, security and evaluation. Through the methods of user identification, platform structure, value realization, Optimization of the four areas integrated into a business strategy framework. 【Conclusion】 Sci-tech periodicals should design and implement the WeChat platform structure based on user identification results, rely on excellent user experience to promote the realization of value objectives, and take strong protection and optimization measures to provide continuous support for all operations.