[目的/意义]提出政务微信公众号信息传播效果评价方法，为政务微信公众号运营推广提供参考依据和理论基础。[方法/过程]首先界定政务微信公众号信息传播效果的概念，然后结合政务微信公众号信息传播特点，从用户认知、情感和态度、用户行为、社会影响和政务微信公众号平台5个维度，选取17个政务微信公众号信息传播效果评价指标，并基于BP神经网络提出政务微信公众号信息传播效果评价方法，最后采集吉林省各消防大队的微信公众号数据验证方法的有效性和实用性。[结果/结论]提出基于BP神经网络的政务微信公众号信息传播效果评价方法，实验证明该方法运用于政务微信公众号传播效果评价具有较好效果。
[Purpose/significance] This paper proposes the dissemination efficiency evaluation method of the WeChat official account of government administration and provides guidance and theoretical basis for its operation and spreading. [Method/process] Initially, the definition of the dissemination efficiency of the WeChat official account of government administration was given. Then based on the dissemination characteristics of the WeChat official account of government administration, 17 dissemination efficiency evaluation indexes were selected based on five dimensions including subscribers' cognition, subscribers' emotion and attitude, subscribers' behavior, social influence and WeChat official account platform of government administration. Further, the dissemination efficiency evaluation method of the WeChat official account of government administration was proposed based on BP neural network. Finally, the efficiency and practicality of the efficiency evaluation method were verified by sampling data from the WeChat official accounts of the fire brigades in Jilin Province.[Result/conclusion] The dissemination efficiency evaluation method of the WeChat official account of government administration was proposed based on BP neural network and this method was suitable for evaluating the dissemination efficiency of the WeChat official account of government administration.
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