期刊微信公众号运营效率评价及提升策略

Evaluation and improvement strategies of operational efficiency of journal's WeChat official accounts

[目的]分析中华医学会系列期刊微信公众号的运营效率及资源配置情况,揭示公众号运营中存在的问题和潜在改进空间,并提出针对性建议。[方法]选取24个中华医学会系列期刊微信公众号为样本,研究时间跨度为2015-2023年,采用三阶段DEA模型和Malmquist指数进行运营效率测算与分析。[结果]三阶段DEA模型结果显示,各期刊公众号的综合效率值为0.821,较调整前提高了0.026;DEA有效公众号共11个(45.8%),非DEA有效公众号为13个(54.2%)。Malmquist指数显示,各期刊公众号的全要素生产率均值为0.980,年均下降2%。[结论]中华医学会系列期刊微信公众号整体运营效率较低,受技术效率下降和规模效率低的影响,未能充分挖掘已有技术水平下的资源潜力;各公众号综合效率存在明显差异且运营技巧有待提升;资源投入冗余与不足并存。建议从优化资源配置、组建运营团队、整合资源以发挥品牌效应等方面提升运营效率。

[Purposes]This study aims to evaluate the operational efficiency and resource allocation of the WeChat official accounts of the Chinese Medical Association's series of journals,reveal the existing problems and room for improvement in official account operation,and put forward relevant suggestions.[Methods]We selected 24 WeChat official accounts of the Chinese Medical Association's series of journals as samples with the research time spanning from 2015 to 2023.The three-stage DEA model and Malmquist index were used to measure and analyze operational efficiency.[Findings]The results of the three-stage DEA model show that the comprehensive efficiency value of each journal's official account is 0.821,which increases by 0.026 compared with the value before adjustment;there are 11 DEA effective official accounts(45.8%)and 13 non-DEA effective official accounts(54.2%).The Malmquist index indicates that the mean total-factor productivity of journal's official accounts is 0.980,with an average annual decrease of 2%.[Conclusions]The overall operational efficiency of the WeChat official accounts of the Chinese Medical Association's series of journals is low.Affected by declined technical efficiency and scale inefficiency,the resources based on the existing technical level cannot be fully tapped;the comprehensive efficiency among official accounts varies greatly,requiring more advanced operational skills;redundancy and insufficiency of resource investment coexist.It is recommended to improve operational efficiency by optimizing resource allocation,establishing operational teams,and integrating resources to maximize brand impact.