【摘要】：為科學(xué)評(píng)估媒體訂閱號(hào)運(yùn)營效率和進(jìn)一步提升其綜合社會(huì)效用提供理論基礎(chǔ),探究媒體訂閱號(hào)的運(yùn)營效率評(píng)價(jià)體系。以首次推送時(shí)間、文章推送數(shù)量、推送次數(shù)、原創(chuàng)率、自定義菜單、消息回復(fù)模式為投入指標(biāo),活躍粉絲數(shù)、平均閱讀數(shù)、平均點(diǎn)贊數(shù)為產(chǎn)出指標(biāo),構(gòu)建媒體訂閱號(hào)運(yùn)營效率評(píng)價(jià)體系。運(yùn)用超效率數(shù)據(jù)包絡(luò)分析法對40個(gè)媒體訂閱號(hào)進(jìn)行效率評(píng)估和排序。研究結(jié)果表明:只有11個(gè)訂閱號(hào)為DEA有效,其余均存在投入冗余或產(chǎn)出不足等問題;網(wǎng)絡(luò)媒體運(yùn)營效率高于傳統(tǒng)媒體。結(jié)合非DEA有效的訂閱號(hào)運(yùn)營效率不高的原因,提出改進(jìn)措施,對提高媒體訂閱號(hào)運(yùn)營效率有一定參考價(jià)值。
[Abstract]:This paper provides a theoretical basis for the scientific evaluation of media Subscription account operation efficiency and further improves its comprehensive social utility, and probes into the evaluation system of media Subscription account operation efficiency. In terms of the first push time, the number of articles pushed, the number of push times, the original rate, the custom menu, the message response model as the input index, the number of active fans, the average number of reading, the average number of likes as the output index, Build media Subscription account operation efficiency evaluation system. The efficiency of 40 media Subscription account was evaluated and sorted by super efficient data envelopment analysis. The results show that only 11 Subscription account are effective for DEA, and the others have some problems such as input redundancy or insufficient output, and the efficiency of network media operation is higher than that of traditional media. Combined with the reason that the non-DEA effective Subscription account operation efficiency is not high, the improvement measures are put forward, which has certain reference value for improving the media Subscription account operation efficiency.
【作者單位】： 武漢大學(xué)信息資源研究中心;武漢大學(xué)中國傳統(tǒng)文化研究中心;
【基金】：國家自然科學(xué)基金重點(diǎn)國際(地區(qū))合作研究項(xiàng)目“大數(shù)據(jù)環(huán)境下的知識(shí)組織與服務(wù)創(chuàng)新研究”(71420107026)的研究成果之一
【分類號(hào)】：G206-F
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本文編號(hào)：2169058