基于多层次模糊综合方法的社交媒体营销价值评估研究——以人人网和新浪微博为例  

Research on Assessment of Social Media Marketing Value Based on the Multi-level Fuzzy Comprehensive Method——A Case Study of Renren and Sina Microblog

作　　者：何进日[1] 白云旭 吕丹[2] 金城[2] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410079 [2]湖南大学经济与贸易学院,湖南长沙410079

出　　处：《湖南商学院学报》2013年第5期40-45,共6页Journal of Hunan Business College

摘　　要：根据社交媒体具备营销价值的五个特性,笔者建立了社交媒体的营销价值评估指标体系,进而以新浪微博和人人网为例利用多层次模糊综合方法对这两个网站的营销价值进行了定量评估,最后根据评估结果给出了一些建议。Based on the five intrinsic characteristics containing marketing value of social media, the paper constructs the marketing value evaluation index system of social media. Then, based on the multi-level fuzzy comprehensive method, this study evaluates the marketing value of Renren and Sina Microblog quantitatively as a case study. At last, some advice is given on the basis of evaluation results.

关 键 词：社交媒体 营销价值 多层次模糊综合方法 

分 类 号：F724.6[经济管理—产业经济]