化被动为主动：综合性期刊微信公众号的运营思路优化

Turning Passivity into Initiative: Optimizing the Operation Idea of Comprehensive Journal WeChat Official Account

摘要: 当前，综合性期刊已陆续开展了微信公众号建设，但因重视程度不够、投入力度不足、运营思路不当、资源条件有限等原因，存在着传播效果一般、功能结构单一、互动交流不足、同质化现象严重等不足之处。针对运营中所面临的问题，综合性期刊应积极作为化被动为主动，正确认识微信公众号运营的必要性和重要性，准确把握微信公众号运营的规律性和特殊性，积极探索微信公众号运营的新路径和新模式，在内容、传播、出版、经营等方面与新媒体深度融合中形成优势互补的合力效应，努力搭建起集数字出版、对外宣传、交流服务于一体的指尖上的综合服务平台。

Abstract: At present, comprehensive journals have successively carried out the construction of WeChat official account, but due to insufficient attention, insufficient investment, improper operation ideas, limited resource conditions and other reasons, there are some shortcomings such as general communication effect, single functional structure, insufficient interaction and communication, and serious homogenization. In view of the problems faced in the operation, comprehensive journals should actively turn passivity into initiative, correctly understand the necessity and importance of the operation of WeChat official account, accurately grasp the regularity and particularity of the operation of WeChat official account, actively explore the new path and new mode of the operation of WeChat official account, and form a complementary synergy effect with new media in the in-depth integration of content, communication, publishing, operation, etc. Efforts should be made to build a fingertip-integrated service platform integrating digital publishing, external publicity and communication services.