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The new media, represented by the internet and the mobile Internet, has been showing strong growth in recent years. It has a wide range of influence and has caused great changes in all aspects of social life. In the new media environment, the vigorous development of the cultural and communication industry is also being reshaped. Jingchu culture is an important part of Chinese culture and has unique communication value. With the help of new media platforms such as microblog and WeChat subscription, and the transmission format of image and video, Jingchu culture symbols can be widely disseminated. Based on DEA, this paper selects economic input, human resources input and innovation input as the input variables, selects the economic output, achievements output and innovation output as the output variables to calculate the transmission efficiency of Jingchu cultural symbols under the new media environment. The path to enhance the efficiency of Jingchu culture symbols includes the innovation of communication contents and the improvement of communication technology.

Promotion Path of Transmission Efficiency of Jingchu Cultural Symbols under the New Media Environment