[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.
关键词
政务短视频/抖音/超效率DEA模型/效率分析
Key words
government short video/Tiktok/super-efficiency DEA model/efficiency analysis
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