企业微博发布效果评价研究  

Research on Release Effect Evaluation of Enterprise Micro-blogging

作　　者：单晓红[1] 蒋丽娜[2] 王宁[3] 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)

机构地区：[1]北京工业大学经济与管理学院,北京100124 [2]北京航空航天大学经济管理学院,北京100191 [3]北京邮电大学经管学院,北京100876

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。

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.

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 

分 类 号：TP39[自动化与计算机技术—计算机应用技术]