| [Objective]To analyze the status of official microblog operations of listed Chinese medicine companies,and evaluate the official microblog operation efficiency,to explore the problems and insufficiencies of the official microblog operations of Chinese medicine companies,and to conduct official microblogs for Chinese medicine subdivision industries.The overall judgment is based on a targeted proposal for the official microblogging operations of Chinese medicine companies and provides reference for the establishment and operation and maintenance of official microblogs in the Chinese medicine industry.[Methods](1)Literature research method:literature retrieval of domestic and foreign related researches,collation of research status of domestic and foreign companies’ microblog,and combing methods and theories of evaluation of microblog operation efficiency of enterprises.This will provide a literature basis for the analysis of the official Weibo operation efficiency of Chinese medicine companies for follow-up research.(2)Quantitative analysis method:Hand-collected and third-party platforms were used to collect official microblogging data of 64 listed Chinese medicine companies,and the data was analyzed,from our aspects of data analysis,such as the use of microblogs,the basic conditions of official microblogs,and daily operations,and interactive effects to describe the statistical analysis of the current operating status of the official microblogs of listed Chinese medicine companies.(3)DEA data envelopment analysis method:Based on the analysis of the current situation,the index system is constructed on the basis of literature research,and the CCR model in the DEA analysis method is used to evaluate the official Weibo operation efficiency of the listed Chinese medicine companies so as to further deepen Understand the problems in the operation of the official micro-blog operations of Chinese medicine companies.[Results]Listed Chinese medicine companies actively used the Weibo platform to strengthen corporate publicity,and make full use of media characteristics to expand corporate microblogs;42 companies in 64 listed Chinese medicine companies opened official microblogs,accounting for 65.63%;There are some deficiencies in Weibo’s operation process.The main reason is that the official Weibo’s continuous operation and maintenance are not high.Only 23 Chinese medicine companies have ever been actively updated,accounting for 54.76%;the official Weibo fans are not high-scale and interact with fans infrequently.the interaction rate of official microblogging of Chinese medicine companies with 42.86%was greater than 1;the analysis of operational efficiency showed that only 5 samples of listed Chinese medicine companies’ official microblogs met DEA’s validity,and other 34 samples had varying degrees of input redundancy or output.Insufficiency shows that there is room for improvement in the overall operating status of the official microblog of Chinese medicine companies.[Conclusion]In order to better achieve the operational efficiency of the official Weibo of Chinese medicine companies,it is necessary to strengthen the awareness of the new media of the management of traditional Chinese medicine companies from the roots and apply the new media and other media to the management of traditional Chinese medicine companies.Pay attention to the official microblog as an enterprise’s external information publicity platform,establish a unified and standardized information release mechanism,and establish a professional microblogging operations management team for training professional Chinese medicine companies to establish a long-term operational management mechanism for the official microblog of Chinese medicine companies.In order to increase the activity of the official Weibo of Chinese medicine companies and increase the interaction of fans,Chinese medicine companies can set up different types of corporate microblogs according to actual needs,create a "microblogging matrix",and establish the official Weibo linkage mechanism of Chinese medicine companies,to the greatest degree.Utilize and give play to the internal resources of the company to show the audience different corporate brand image.At the same time,strengthening the attention of Weibo peers,establish a microblogging information sharing alliance,and expand the exposure and influence of corporate information in the Chinese medicine industry,so as to play an important role in promoting the information resources construction and microblog information services of the Chinese medicine industry. |
