Operational Efficiency Evaluation of Rural Short Videos Based on DEA Model
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.
Douyinrural short videosoperational efficiencyDEAnon-DEA efficiency
万方数据
维普
