| Objective:To understand the current situation of the construction and operation of the three new media platforms,namely official Microblog,official WeChat official account and Tmall official flagship store,explore the operation characteristics of its new media;This paper uses P index and H index to evaluate the influence of new media in Chinese medicine enterprises,explore the rationality of the two methods in the evaluation of new media influence in Chinese medicine enterprises,and improve the evaluation of new media influence in traditional Chinese medicine enterprises.Methods:(1)By using the literature retrieval system,the relevant literature of new media such as Microblog,WeChat,medicine e-commerce and micro-Tao is combed to understand the current research status,research hotspot and development trend of new media.On this basis,the existing research deficiencies are summarized and the problems and perspectives of this study are put forward.(2)Taking 70 listed Chinese medicine enterprises as the initial samples,we understand the current situation of their official Microblog,WeChat official account and Tmall official flagship store,and analyze the problems existing in the construction of new media in Chinese medicine enterprises.On this basis,nine Chinese medicine enterprises that meet the requirements are selected as the final samples.From the two aspects of content types and forms of new media platforms,the influence of these two factors on the new media communication effect of Chinese medicine enterprises is analyzed in many aspects.(3)Based on the behavior of users' forwarding,commenting and reading,H index and P index are used to calculate the influence of each platform of new media in nine sample enterprises,and the consistency and correlation test are carried out for the influence ranking results calculated by the two index methods.Results:(1)In the construction of new media in Chinese medicine enterprises,official Microblog's operation and maintenance are poor,Microblog's basic function settings need to be perfected;WeChat's official account number is high and its operation and maintenance are good;Tmall's official flagship store has a low rate of opening,but its number has increased in recent years.(2)There is a wide gap in the number of fans between enterprises on the two platforms of official Microblog and Tmall official flagship store of traditional Chinese medicine enterprises,and there is a small gap in the number of fans between enterprises on the official subscription number of WeChat;Chinese medicine enterprises in the operation of the three platforms,only maintain one or two accounts of high activity.(3)The official Microblog product information,enterprise information,health care knowledge and other content of traditional Chinese medicine enterprises are released more frequently;The official subscription number of WeChat pays more attention to the release of enterprise information and health knowledge;more than 90%of the content in most enterprise stores is product information;different content types of different platforms have different communication effects.(4)Chinese medicine enterprise official Microblog is rich in sending forms,including text,pictures,video and hyperlinks of a variety of combination forms,WeChat official Subscription account is the most commonly used in the form of text and picture,Chinese medicine enterprises 96%of WeChat articles are published in the form of text and picture,micro-Tao release content mainly in the form of text and text,with hyperlinks;There are differences in the communication effect of different sending forms on each platform.(5)Based on the ranking of H index and P index,the influence of Chinese medicine enterprises'official Microblog and micro-Tao of the Tmall official flagship store ranked first respectively in Dong'e Ejiao and Tai'an Tang,while the influence of wechat official subscription numbers was greater in Baiyunshan,Dong'ejiao and Jiuzhitang;The official Microblog and micro-Tao of the Tmall official flagship store indicators P index and H index,in high and low impact Microblog or Micro-Tao of the Tmall official flagship store impact evaluation is consistent,On the impact evaluation of WeChat official Subscription account,the distinction between P index and H index is more obvious,and the influence ranking of the two methods is moderately positive correlation.Conclusion:(1)At present,there is a lack of long-term mechanism for the construction and operation of new media in Chinese medicine enterprises,and the development of different platforms is uneven.Enterprises should change their thinking of new media,from focusing on single platform to cooperative development multi-platform,formulate long-term planning for the development of three platforms,and carry out the overall layout according to the differentiated positioning of the platform.(2)The operation and maintenance of each platform of traditional Chinese medicine enterprises need to be strengthened,and the account number and user activity,differentiated content and diversified forms of issuing documents all have an impact on the effect of new media communication in enterprises.(3)The method of P index and H index is reasonable to evaluate the influence of official Microblog,WeChat official Subscription account and micro-Tao of the Tmall official flagship store in Chinese medicine enterprises. |
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