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目的:分析了解中药企业的新浪官方微博建设现状。方法:运用新浪微博搜索引擎进行关键词搜索,了解59家上市中药企业的新浪微博的开通与否、官方认证、粉丝数量、博文维护等情况,并进行统计分析。结果:(1)41家中药企业开通了新浪微博,占比69.5%,39家经过了官方认证,占比66.1%;(2)35家中药企业采用企业名称作为新浪官方微博名称,占比59.3%;6家新浪微博名称含有产品名称等关键字,占比10.2%;(3)中药企业微博间粉丝数量差异明显;(4)微博内容以企业动态及产品宣传、健康小贴士等两类为主,原创率36.55%;(5)25家中药企业微博停止更新,占比42.4%,“休眠微博”现象明显。结论:通过发现问题,建议增强中药企业管理层的新媒体意识;建立“微博矩阵”扩大企业官方微博的影响力;设立专门的微博运营团队。
OBJECTIVE: To analyze and understand the status quo of SINA Corporation’s official microblogging Sina microblogging. Methods: By using the search engine of Sina Weibo, we searched the keywords to find out whether the Sina microblogging of 59 listed TCM companies was launched or not, official certification, the number of fans, the maintenance of Bowen, etc., and carried out statistical analysis. Results: (1) 41 Chinese medicine companies launched Sina Weibo, accounting for 69.5%; 39 were officially certified, accounting for 66.1%; (2) 35 Chinese medicine companies adopted the company name as Sina Weibo, Compared with 59.3%; 6 Sina microblogging names contain keywords such as product names, accounting for 10.2%; (3) significant differences in the number of fans among traditional Chinese medicine microblogs; (4) microblogging content to corporate news and product promotion, health and small Tips and other two categories, the original rate of 36.55%; (5) 25 Chinese medicine companies to stop updating microblogging, accounting for 42.4%, “hibernate microblogging ” phenomenon is obvious. Conclusion: Through the discovery of problems, it is suggested to enhance the new media awareness of TCM companies; to establish “Weibo Matrix” to expand the influence of official microblogging; and to set up a special Weibo operation team.