摘要
为科学评估媒体订阅号运营效率和进一步提升其综合社会效用提供理论基础,探究媒体订阅号的运营效率评价体系。以首次推送时间、文章推送数量、推送次数、原创率、自定义菜单、消息回复模式为投入指标,活跃粉丝数、平均阅读数、平均点赞数为产出指标,构建媒体订阅号运营效率评价体系。运用超效率数据包络分析法对40个媒体订阅号进行效率评估和排序。研究结果表明:只有11个订阅号为DEA有效,其余均存在投入冗余或产出不足等问题;网络媒体运营效率高于传统媒体。结合非DEA有效的订阅号运营效率不高的原因,提出改进措施,对提高媒体订阅号运营效率有一定参考价值。
This paper aims to provide a theoretical basis for scientific evaluation of operation efficiency of media subscription accounts and for further promotion of its comprehensive social utility, and explore an operation efficiency evaluation system of media subscription accounts. It builds a evaluation system of media subscription accounts, with the days to push arti- cles, the number of articles, the push frequency, the original rate, the customized menu, and the message reply mode as in- put indicators, the number of active fans, the average number of readings, and the average number of likes as output indicators. And super efficiency data envelopment analysis is used to evaluate and rank 40 media subscription accounts. The results show that only 11 subscription accounts are DEA efficiency, and the remaining is not DEA efficient with the Problems of input redundancy or insufficient output, and network media operates more efficiently than traditional media. Combined with the rea- sons why non-DEA effective subscription accounts is not efficient, it puts forward the improvement measures, which are of great importance for the media subscription accounts to improve operational efficiency.
出处
《图书情报知识》
CSSCI
北大核心
2017年第3期71-80,共10页
Documentation,Information & Knowledge
基金
国家自然科学基金重点国际(地区)合作研究项目"大数据环境下的知识组织与服务创新研究"(71420107026)的研究成果之一
关键词
媒体订阅号
运营效率
评价
超效率数据包络分析
改进路径
Media subscription accounts Operation efficiency Evaluation Super efficiency data envelopment analysisImprovement path
