大气环保技术线上推广的影响因素分析

Analysis on the influencing factors of online promotion of air environmental protection technologies

信息网络技术的迅猛发展,使得大气环保技术线上推广成为必然,但目前平台建设仍在起步阶段,对平台影响因素的分析数据极少,不利于平台的建立和推广.采用类比法和调研法,对线上平台用户行为以及用户需求进行分析.研究发现:北京、江苏、福建、山东的用户对线上平台的关注度位居前四,分别占总浏览量(page view,PV)的12.69%,9.6%,8.73%和8.49%;平台中大气环保技术来源前三位的分别是中国、韩国和美国,其中中国技术占比达61%;我国环保技术发展迅速,但用户对国外技术关注度较高,对国内技术的浏览量仅占10%;用户关注度首位的大气污染治理技术为脱硝技术;政府型平台公信力最强,而商业型平台资源丰富,但是公信力较低.综合上述分析,得出线上技术推广影响因素主要有技术推广的平台影响力、完整度、友好度、价值度4个方面.因此,在大气环保技术线上推广平台建设中,首先要解决平台自身的推广问题,同时保障平台中各技术、企业、内容等信息的完整、规范和价值提升,如此才能提升线上推广平台的实际使用价值.

At present,the development of the online platform for the promotion of air environmental protection is still in its initial stages.Furthermore,little data analysis has been conducted on the factors influencing the platform,which is not conducive to the development and promotion of the platform.Therefore,this paper used the analogy and research methods to analyse the users’behaviour and users’needs of online platforms.It was found that users in places such as Beijing,Jiangsu,Fujian and Shandong paid the top four attention to online platforms,accounting for 12.69%,8.6%,8.73%,and 8.49%of the total page views(PV),respectively.China,South Korea,and the United States were the top three sources of air environmental protection technology in the world,with China accounting for 61%of the total.Although the environmental protection technology had developed at a rapid pace in China,users still showed a high degree of interest and trust in foreign technology,resulting in only 10%of users using or considering domestic technology.The denitration technology received the most users’attention.In addition,the government platform had the strongest credibility,whereas the commercial platform,although rich in resources,had low credibility.The analysis of users’access interactive data within the platform revealed that the factors influencing the promotion of environmental protection technology online included the technology promotion platform’s influence,integrity,friendliness and value.Therefore,the development of an online promotion platform for air environmental technology should involve solving the problem of platform promotion,as well as ensure the integrity of platform technology,enterprises,content and other information,specification and value promotion.