基于超效率DEA模型的地方政务短视频运营效率评价——以江浙沪地区为例

Evaluation of Local Government Short Video Operation Efficiency Based on Super-efficiency DEA Model:Case Study of Jiangsu,Zhejiang and Shanghai

【目的/意义】旨在从投入产出的角度,对现阶段地方政务短视频的运营效率进行科学测度,并探索改进措施,以期为后续发展提供有价值的参考。【方法/过程】以江浙沪地区地级以上城市官方政务抖音账号为样本,构建相应的运营效率评价指标体系,并采用超效率DEA模型进行评价分析,进而探索地方政务短视频运营的优化路径。【结果/结论】地方政府对政务抖音账号的建设投入了一定的关注与支持,但运营效率不佳的现象依然普遍存在,未来需健全管理制度,保障有序运营;优化内容品质,满足用户需求;强化沟通互动,提升用户服务水平;加强专业人才培养,打造高素质运营团队;深化各平台的协同融合,构建传媒矩阵。

[Purpose/significance] This paper aims to scientifically measure the operational efficiency of local government short video from the perspective of input and output,and explore improvement measures,in order to provide valuable reference for subsequent development.[Method/process]Taking the official government affairs Tiktok accounts of prefecture-level cities in Jiangsu,Zhejiang and Shanghai as samples,this paper constructs the corresponding operational efficiency evaluation index system,uses the super-efficiency DEA model for evaluation and analysis,so as to explore the optimization path of local government short video operation.[Result/conclusion]The research results show that local governments have invested a certain amount of attention and support in the construction of government Tiktok accounts,but the phenomenon of poor operation efficiency is still widespread.In the future,it is necessary to improve the management system and ensure orderly operation;optimize content quality to meet user needs;strengthen communication and interaction to improve user service level;strengthen the training of professional talents and build a high-quality operation team;deepen the collaboration and integration of various platforms and build a media matrix.