中药企业新浪微博建设现状分析——基于59家上市中药企业的调查分析

Analysis on Current Construction Status of Sina Micro Blog in TCM Pharmaceutical Companies——Based on Research of 59 Listed TCM Pharmaceutical Companies

目的:分析了解中药企业的新浪官方微博建设现状。方法:运用新浪微博搜索引擎进行关键词搜索,了解59家上市中药企业的新浪微博的开通与否、官方认证、粉丝数量、博文维护等情况,并进行统计分析。结果:(1)41家中药企业开通了新浪微博,占比69.5%,39家经过了官方认证,占比66.1%;(2)35家中药企业采用企业名称作为新浪官方微博名称,占比59.3%;6家新浪微博名称含有产品名称等关键字,占比10.2%;(3)中药企业微博间粉丝数量差异明显;(4)微博内容以企业动态及产品宣传、健康小贴士等两类为主,原创率36.55%;(5)25家中药企业微博停止更新,占比42.4%,"休眠微博"现象明显。结论:通过发现问题,建议增强中药企业管理层的新媒体意识;建立"微博矩阵"扩大企业官方微博的影响力;设立专门的微博运营团队。

Objective： To analyze the Sina MicroBlog construction status of TCM pharmaceutical companies. Methods： Using the search engine to compare the data of their official certifications, maintenances, fans＂ quantity and other data, statistical analysis was carried out. Results： （1） 41 companies have Sina MicroBlogs, accounted for 69.5%; 39 companies have official authentications, accounting for 66.1%. （2） 35 firms take their companies＂ name as Sina MicroBlogs＂ name, accounted for 59.3%; 6 firms＂ Sina MicroBlog name include products＂ name, accounted for 10.2%. （3） the difference in number of fans was significant. （4） Sins MicroBlog＂ contents take focus on news of companies and products and tips of health, the rate of original contents was 36.55%. （5） 25 companies stop updating their MicroBlogs, accounted for 42.4%. Conclusion： Enhance awareness of managers of TCM pharmaceutical companies in using new media; set up MicroBlog matrix to expand influence of TCM pharmaceutical companies; form a professional team to operate the Sina MicroBlog.