基于DEA分析的中药企业微信公众号运营效率评价  

Research on Operation Efficiency Evaluation of WeChat Official Account of Chinese Medicine Enterprises Based on Data Envelopment Analysis

作　　者：邓茜月 张丹[1] 崔士豪 梁钰琪 DENG Xiyue(School of Management,Beijing University of Chinese Medicine,Beijing,102488,China)

机构地区：[1]北京中医药大学管理学院,北京102488

出　　处：《医学与社会》2023年第1期140-144,共5页Medicine and Society

基　　金：中央高校基本科研业务费专项资金资助项目,编号为2018-JYBZZ-JS040。

摘　　要：目的:构建中药企业微信公众号运营效率评价指标体系,评价中药企业微信公众号运营效率情况,为促进中药企业微信公众号的高效运营提供依据。方法:选取46家上市中药企业微信公众号推文数据为研究对象,运用数据包络分析(data envelopment analysis,DEA)测算中药企业微信公众号的综合效率、技术效率和规模效率,分析中药企业官微运营过程中存在的问题并提出优化策略。结果:中药企业微信公众号运营的综合效率、纯技术效率和规模效率分别为0.679、0.919、0.725;DEA有效企业17家(36.96%),非DEA有效29家(63.04%)。结论:中药企业微信公众号的运营效率参差不齐、整体运营效率较低,非DEA有效的中药企业微信公众号运营应重点关注互动产出方面的改进,改善单向化信息传递,提高运营的综合效率,树立中药企业品牌形象。Objective:To construct an evaluation index system and evaluate the operating efficiency of WeChat official accounts of traditional Chinese medicine enterprises,so as to provide a basis for promoting the efficient operation of WeChat official accounts of Chinese medicine enterprises.Methods:The data of 46 listed traditional Chinese medicine enterprises’WeChat public website tweets were selected as the research object,and the data envelopment analysis(DEA)method was applied to measure the values of technical efficiency,pure technical efficiency and scale efficiency of the WeChat official accounts of sample enterprises.Problems existing in the operation of the WeChat official account of traditional Chinese medicine enterprises were analyzed and optimization strategies were proposed.Results:The technical efficiency,pure technical efficiency and scale efficiency of the WeChat official accounts of sample enterprises were 0.679,0.919,0.725.The 17(36.96%)traditional Chinese medicine enterprises’WeChat official accounts achieved DEA efficiency,while the operational efficiency of other enterprises were non-DEA effective.Conclusion:The operating efficiency of the WeChat official account of traditional Chinese medicine enterprises was uneven and the technical efficiency was low.Therefore,enterprises should focus on the improvement of interactive output,improve one-way information delivery and the technical efficiency of the operating efficiency of WeChat official accounts.Finally,the brand image of traditional Chinese medicine enterprises should be established.

关 键 词：中医药管理 中药企业 运营效率 微信公众号 

分 类 号：R197.1[医药卫生—卫生事业管理]