基于DEA模型的乡村短视频账号运营效率评价

Operational Efficiency Evaluation of Rural Short Videos Based on DEA Model

综述学者对短视频账号的运营模式和运营效率的研究成果;以抖音平台上的15个乡村短视频账号为研究对象,采用数据包络分析(DEA)方法对其运营效率进行评价;研究发现,有11个账号的运营效率为非DEA有效,其中10个账号处于规模收益递增阶段。此外,这11个账号存在不同程度的投入冗余和产出不足,尤其是在发布视频总数上存在投入过多,但在平均点赞数、平均评论数、平均转发数这3个指标上存在产出不足;最后,建议改进视频内容质量,注重特色文化传播与农产品宣传,并加强短视频账号的运营团队建设。

Based on the research results of scholars on the operation mode and efficiency of short video accounts,the study took rural short video accounts on the Douyin platform as the research object,and used Data Envelopment Analysis(DEA)to measure the operational efficiency of Douyin rural short video accounts in order to further improve their operational efficiency.The results showed that:the operational efficiency of 11 accounts was non-DEA efficient,and they were in the stage of increasing returns to scale;the non-DEA efficient accounts all had different degrees of input redundancy and output insufficiency,especially in total number of posted videos released,but there were serious deficiencies output in average likes,average comments,and average forwards.Finally,suggestions were proposed to improve the quality of video content,focus on the characteristic culture communication and agricultural product publicity,and strengthen the operation team building.