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

Abstract:

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 articles, the number of articles, the push frequency, the original rate, the customized menu, and the message reply mode as input 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 reasons 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.

Key words: Media subscription accounts, Operation efficiency, Evaluation, Super efficiency data envelopment analysis, Improvement path