媒体订阅号运营效率评价研究
发布时间：2018-08-06 21:36
【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。
[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.
【作者单位】： 武汉大学信息资源研究中心;武汉大学中国传统文化研究中心;
【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
【分类号】：G206-F
，
本文编号：2169058
[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.
【作者单位】： 武汉大学信息资源研究中心;武汉大学中国传统文化研究中心;
【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
【分类号】：G206-F
，
本文编号：2169058
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