基于DEA的档案类微信公众号传播效果评价研究

Research on the evaluation of communication effect of archival WeChat public account based on DEA

微信公众平台依托微信庞大的用户群体,成为了很多档案机构建立新媒体平台的选择。为了档案类微信公众号的良好运营,研究对档案类微信公众号的传播效果进行评价分析,先对学者的评价指标体系进行梳理,选取全国档案微信公众号排行榜前50个账号作为研究对象,并通过DEA方法对档案类微信公众号传播效果投入产出效率进行评价,之后运用灰色关联度分析模型对影响因素进行分析,研究结果表明,档案类微信公众号传播效果评价中阅读数量是重要因素,并从互动机制、热点推送、开发资源、优化功能、标题设置、吸引用户六个方面提升档案类微信公众号的传播效果。

Relying on the huge user base of WeChat,the WeChat public platform has become the choice for many archival institutions to establish new media platforms.In order to achieve the good operation of archival WeChat public accounts,this study evaluates and analyzes the communication effect of archival WeChat public accounts,first sorts out the evaluation index system of scholars,selects the top 50 accounts of the national archives WeChat public account ranking as the research object,and evaluates the input and output efficiency of the communication effect of archival WeChat public accounts through the DEA method,and then uses the gray correlation analysis model to analyze the influencing factors,and the research results show that The number of readers is an important factor in the evaluation of the communication effect of archive-type WeChat public accounts,and the communication effect of archive-type WeChat public accounts is improved from six aspects:interactive mechanism,hot push,development resources,optimization functions,title setting,and attracting users.