基于DEA方法的省级公共图书馆微博运营效率研究

Operating Efficiency Analysis of Provincial Public Library Microblogs Based on DEA Method

从多投入-多产出的运营效率分析角度出发,把我国省级公共图书馆微博作为研究对象,从内容、结构、时间3个维度选取投入指标,把粉丝数和互动率作为产出指标,并利用DEA方法中的CCR模型对样本投入、产出指标数据进行定量分析。分析结果显示:18个研究样本中仅有7个微博账号符合DEA有效,微博内容投入的平均贡献率远高于结构投入,互动率指标的贡献率高于粉丝数指标。因此,省级公共图书馆在运营其微博的过程中,要注重微博内容的质量,适时更新微博内容,剔除关注冗余以保证关注账号的质量,同时加强粉丝质量的管理。

This study investigates the operating efficiency of provincial public library microblogs based on DEA（ Data Envelopment Analysis） method. From the perspective of multi-input and multi-output operating efficiency analysis,we first identify the input index from dimensions of content,structure and time respectively,and select followers＇ quantity and interaction rate as output index. Then,we employ the CCR model of DEA method to carry out the quantitative analysis of the input index and output index of sample data. The analysis results show that only 7 of 18 sample microblogs are DEA efficient,and also imply that the average contribution rate of content input is much higher than that of structure input,whilst the contribution rate of interaction rate index is higher than that of followers＇ quantity index. Based on the findings,we would suggest that the provincial public libraries need to focus on the quality of microblogs＇ content, eliminate attention redundancy and strengthen the management of followers＇ quality,to further improve the operating efficiency of microblogs.