摘要
目的:分析我国大型公立医院官方微博的传播效率,为提升其信息传播效率提供实证依据。方法:使用Python 3.8获取复旦大学医院管理研究所发布的2021年度中国医院综合排行榜前100名的大型公立医院中开通官方微博账号的65家医院微博数据,根据更新时间及更新频率进行筛选,最终纳入48家医院2022年9月1日-2023年8月31日的14051条官方微博数据,构建投入与产出评价指标,运用DEA-BCC模型测度微博传播效率,并提出改进措施。结果:纳入的48家医院官方微博账号中,17家医院官微的技术效率为1,达到DEA有效。平均综合效率为0.57,各医院微博账号传播效率差异显著。29家医院的官方微博处于规模报酬递增阶段,2家医院处于规模报酬递减阶段。非DEA有效单元评价指标改进值分析中,“转发数”产出明显不足,“发布微博数”“活跃小时数”“发布微博的天数”投入冗余较突出。结论:纯技术效率低下是我国大型公立医院官方微博传播综合效率不高的主要原因,我国大型公立医院在微博运营中应提高纯技术效率,把握平台特点,加强内容质量管理,注重互动,合理制定发布计划,提升传播效果。
Objective:To analyze the communication efficiency of official Weibo accounts of large public hospitals in China and provide empirical evidence for improving their information dissemination efficiency.Methods:Python 3.8 was used to obtain data from the official Weibo accounts of 65 large public hospitals,which are among the top 100 in the 2021 National Comprehensive Ranking of Hospitals by the Hospital Management Research Institute of Fudan University.Data were filtered based on update time and frequency,ultimately resulting in the inclusion of data from 14051 official Weibo posts from 48 hospitals from September 1,2022 to August 31,2023.Construct input and output evaluation indicators,use the DEA-BCC model to measure the communication efficiency of Weibo posts,and propose improvement measures.Results:Among the 48 hospital official Weibo accounts included,17 had a technical efficiency of 1,indicating DEA efficiency.The average overall efficiency for these 48 hospitals'official Weibo accounts was 0.57,with significant differences in communication efficiency across hospitals.29 hospitals'official Weibo accounts were in the stage of increasing returns to scale,while 2 hospitals were in the stage of decreasing returns to scale.In the analysis of improvement values for non-DEA-efficient units,the output of"retweets"was notably insufficient,while the inputs of"number of posts,""active hours,"and"posting days"showed excessive redundancy.Conclusion:Low pure technical efficiency is the primary reason for the low overall communication efficiency of official Weibo accounts of large public hospitals in China.To improve the efficiency of Weibo operations,the hospitals should focus on enhancing pure technical efficiency,understanding platform characteristics,improving content quality management,emphasizing interaction,and formulating reasonable posting schedules to enhance communication effectiveness.
作者
郭婧博
GUO Jingbo(Publicity Center,Peking University Third Hospital,Beijing,100191,China)
出处
《医学与社会》
北大核心
2025年第7期93-100,共8页
Medicine and Society
关键词
医院管理
公立医院
官方微博
传播效率
Hospital Management
Public Hospital
Official Weibo
Communication Efficiency
