科普网站推广传播策略.pdfVIP

科普网站推广与传播策略 李青 （澳门城市大学 管理学院、澳门 999078） 摘 要： 科普网站为公众提供快捷的科学信息和网络交流平台，既培养了公众的科学兴趣，又提高 了公众的科学文化素质。如今，越来越多的公众通过科普网站搜索科学信息，拓展科学知识。本研究应用 路径分析法来实证科普网站传播策略的影响因素，并且运用线性规划模型来分析网站传播策略的最佳点击 数。研究结果证实，真实可靠、知识趣味的网站内容显著影响用户的知觉价值，并且网站内容和知觉价值 对口碑传播有显著的正向影响。同时，良好的口碑传播又影响到口碑反馈。网站推广的线性规划模型说明： 在不同的栏目内容中平均每人每周的浏览次数影响到传播效果和传播效果的最优化。本研究提出设计内容 丰富详实、寓教于乐、寓教于学的科普网站吸引公众的眼球，利用用户忠诚度来提高科普网站的在线浏览 人数，树立良好的口碑，为打造高质量的品牌网站提供重要的参考依据。 关键词： 网站推广；口碑传播；口碑反馈；网站内容；知觉价值 Promotion and Communication Strategy on Popularization of Science Website Li Qing (Faculty of Management, City University of Macau, Macau 999078) Abstract : Popularization of science website provides people for high – speed science information and network communication platform. Nowadays, more and more people search for scientific information, expand scientific knowledge. The research proves not only impact factor of communication strategy in popularization of science website by path analysis, but also the greatest number of clicks in communication strategy by a linear programming model. Outcome of the research proves that the real, reliable website content and interested knowledge of website content has impact on users’ perceived value, and the perceived value as well as the website content has impact on word of mouth communication positively. A good word of mouth communication has impact on word of mouth review as well. The linear programming model for promotion of website illustrated the average number of communication per person per week has impact on effect of communication in different column content and optimized the effect of communication. An advice in the research is that abundant, detailed, and reliable content as well as combination education with pleasure and learning on the popular