企业微博营销效果评估  

Research on Evaluation of Enterprise Microblog Marketing Effect

作　　者：雍智 李泓达 

机构地区：[1]四川大学商学院,四川 成都 [2]南开中学,重庆

出　　处：《现代管理》2021年第11期1208-1215,共8页Modern Management

摘　　要：微博营销作为企业社交媒体营销的重要渠道,虽然给企业带来了红利,但如果无法有效地进行营销效果评估,将会制约未来企业微博营销工作的开展。文章结合DEA模型选取企业微博营销的评估指标,建立企业微博营销效果评估模型,并以微博平台的M公司官方微博为例进行实证研究,实现了企业微博营销效果定量化评估。实证结果表明:2020年M公司官方微博的整体微博营销效果处于产出效率较低的状态,本文对比分析各月度营销效果,总结出了一些企业微博营销的特点,为M公司提供了相关微博营销建议。As an important channel of enterprise social media marketing, microblog marketing has brought dividends to enterprises, but if it is unable to effectively evaluate the marketing effect, it will re-strict the development of enterprise microblog marketing in the future. Combined with the DEA model, this paper selects the evaluation indicators of enterprise microblog marketing, establishes the evaluation model of enterprise microblog marketing effect, and takes the M enterprise official microblog on the microblog platform as an example for empirical research, to realize the quantitative evaluation of enterprise microblog marketing effect. The empirical results show that the overall microblog marketing effect of M enterprise’s official microblog in 2020 is in a state of low output efficiency. This paper compares and analyzes the monthly marketing effects, summarizes the characteristics of some enterprise microblog marketing and provides relevant microblog marketing suggestions for M enterprise.

关 键 词：企业微博营销 营销效果评估 DEA模型 

分 类 号：F27[经济管理—企业管理]