摘要
微博作为一种便捷的社交媒体已被广泛使用,企业利用微博与消费者互动,以便自我宣传。微博的文字、图片、链接等内容涉及具体内涵,其发布后产生的效果对企业有重要影响。本文根据微博发布不同阶段中的主要影响因素,利用层次分析法建立效果评价模型,确定权重,并利用模糊综合评价法评估营销效果。研究表明一条微博带来的效果受发布、传播、效果呈现阶段中多个因素的影响,根据影响因素建立完善的微博营销策略才能取得较好的效果。
Micro-blog has been used as a convenient social media,enterprises take advantage of it to communicate with customers to expand the brand influence,propagandize the enterprise's culture,products and service.The words,pictures and the URLs of a micro-blog refer to the core of it,the effect of these factors can be influential to a enterprise,this paper analyzed the effectiveness of enterprise micro-blogging.It based on the main factors which have effects on different stage of releasing a micro-blog,and constructed the release effect evaluation model of enterprise's micro-blog by using analytic hierarchy process,then it evaluated the marketing effect of a micro-blog by using fuzzy comprehensive evaluation,the results show that the effects of a micro-blog are influenced by the factors in the stage such as releasing stage,spreading stage and effect-showing stage,developing strategies based on these elements can bring an good effect.
作者
单晓红
蒋丽娜
王宁
SHAN Xiaohong;JIANG Lina;WANG Ning(College of Economics and Management,Beijing University of Technology,Beijing,100124;College of Economics and Management,Beihang University,Beijing,100191;College of Economics and Management,Beijing University of Posts and Telecommunications,Beijing,100876)
出处
《信息系统学报》
2016年第1期41-50,共10页
China Journal of Information Systems
基金
北京市教委2013年度人文社科面上项目“北京市网络社区用户参与行为分析与模拟”(SM201310005002)
北京市2013年“日新人才”培养计划。
关键词
企业微博
发布效果
模糊综合评判
效果评价
微博营销
enterprise micro-blogging
release effect
fuzzy comprehensive evaluation method
effectiveness evaluation
micro-blogging marketing
