基于DEA-BCC模型的高校官方微信视频号应用现状研究——以山东省相关高校为例

Research on the Application Status of Official WeChat Video Accounts in Colleges and Universities Based on DEA-BCC Model:Taking Relevant Universities in Shandong Province as an Example

[目的/意义]旨在从投入与产出角度,对现阶段高校官方微信视频号的运营现状进行科学分析,并提出优化措施,以期提供相关参考。[方法/过程]以山东省内22所高校的官方微信视频号为样本,构建运营效率的评价指标体系,采用DEABCC模型进行评价分析,并进一步探索高校官方微信视频号运营的优化方向。[结果/结论]高校官方对微信视频号的运营给予一定的重视,但运营效率普遍不够理想,未来需注重内容打造,提升作品质量;成立专业的视频号运营团队,加强人员培训;积极与高校账号及用户互动,增强宣传效果。

[Purpose/significance]This paper aims to scientifically analyze the current operating status of official WeChat video accounts in colleges and universities from the perspective of input and output,and put forward optimization measures in order to provide relevant references.[Method/process]Taking the official WeChat video accounts of 22 colleges and universities in Shandong Province as samples,this paper constructs an evaluation index system of operation efficiency,uses the DEA-BCC model for evaluation and analysis,and further explores the optimization direction of the operation of the official WeChat video accounts of colleges and universities.[Result/conclusion]The official authorities of colleges and universities attach certain importance to the operation of WeChat video accounts,but the operation efficiency is generally not ideal.In the future,we should pay attention to content creation and improve the quality of works;establish a professional video number operation team to strengthen personnel training;actively interact with university accounts and users to enhance the publicity effect.