Evaluation and improvement strategies of operational efficiency of journal's WeChat official accounts
[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.
WeChat official accountOperational efficiencyDEA methodMalmquist index
NETL
NSTL
万方数据
