本文關(guān)鍵詞：微博營(yíng)銷績(jī)效評(píng)價(jià)指標(biāo)體系構(gòu)建研究　出處：《江西財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：微博營(yíng)銷作為一種重要的新興營(yíng)銷方式,以微博為營(yíng)銷平臺(tái),把微博用戶作為潛在的營(yíng)銷對(duì)象,注重企業(yè)人文價(jià)值的傳遞、客戶的評(píng)論與反饋、指標(biāo)體系的構(gòu)建以及對(duì)潛在客戶的準(zhǔn)確定位。企業(yè)通過(guò)更新自己的微博傳播企業(yè)文化以及產(chǎn)品信息,從而建立良好的形象。在發(fā)布微博后,企業(yè)還能通過(guò)微博平臺(tái)與受眾交流,與受眾討論最近更新的內(nèi)容或者當(dāng)下受眾感興趣的話題,并通過(guò)受眾反饋的建議與意見,達(dá)到營(yíng)銷的目的。與傳統(tǒng)媒體相比,微博營(yíng)銷不僅更加便利,而且有廣泛的社會(huì)性以及多樣的交互性,產(chǎn)生的忠誠(chéng)度遠(yuǎn)遠(yuǎn)比單純地通過(guò)廣告進(jìn)行營(yíng)銷要高。評(píng)價(jià)企業(yè)某方面的績(jī)效,需要運(yùn)用統(tǒng)計(jì)學(xué)、運(yùn)籌學(xué)等數(shù)學(xué)方法,根據(jù)特定的事物來(lái)構(gòu)建特定的指標(biāo)體系,結(jié)合定性分析與定量分析,對(duì)企業(yè)在一定經(jīng)營(yíng)時(shí)期內(nèi)某方面的經(jīng)營(yíng)效益做出客觀、公正和準(zhǔn)確的綜合評(píng)價(jià)。本文對(duì)微博營(yíng)銷進(jìn)行績(jī)效評(píng)價(jià),有利于了解微博營(yíng)銷發(fā)展的現(xiàn)狀,便于及時(shí)解決潛在的問(wèn)題以及不足,明確企業(yè)在營(yíng)銷過(guò)程中的發(fā)展方向,從而促進(jìn)微博營(yíng)銷的發(fā)展,使其與傳統(tǒng)營(yíng)銷以及其他自媒體營(yíng)銷相借鑒,更好地幫助企業(yè)盈利。本文進(jìn)行了廣泛細(xì)致的理論研究以及實(shí)事求是的實(shí)證分析,不僅搜集到了十家企業(yè)的新浪微博數(shù)據(jù),還通過(guò)調(diào)查問(wèn)卷的方式,搜集到了不同微博用戶對(duì)微博營(yíng)銷的看法與意見。針對(duì)現(xiàn)行微博營(yíng)銷績(jī)效評(píng)價(jià)體系中存在的不適應(yīng)網(wǎng)絡(luò)經(jīng)濟(jì)發(fā)展的問(wèn)題予以解決,建立起具有特色性的微博營(yíng)銷績(jī)效評(píng)價(jià)指標(biāo)體系,解決了微博營(yíng)銷績(jī)效評(píng)價(jià)中“評(píng)什么”的問(wèn)題。在建立微博營(yíng)銷績(jī)效評(píng)價(jià)指標(biāo)體系的基礎(chǔ)上,本文充分體現(xiàn)“低投入”和“高效益”的理念,為了有效挖掘企業(yè)微博營(yíng)銷的潛能,促進(jìn)微博營(yíng)銷發(fā)展,還解決了微博營(yíng)銷績(jī)效評(píng)價(jià)中“如何評(píng)”以及“怎么評(píng)”的問(wèn)題。為了使微博營(yíng)銷更好更快地融入到企業(yè)中,本文首先對(duì)微博營(yíng)銷現(xiàn)狀及存在的問(wèn)題進(jìn)行分析,闡述了微博營(yíng)銷與微信營(yíng)銷的共性及各自的特點(diǎn)。隨后探討影響因素,本文利用相關(guān)性檢驗(yàn)對(duì)眾多影響因素進(jìn)行篩選或合并,從而構(gòu)建出簡(jiǎn)潔合理的綜合評(píng)價(jià)指標(biāo)體系。本文然后運(yùn)用綜合評(píng)價(jià)法計(jì)算指標(biāo)權(quán)重,驗(yàn)證了方法的可行性。最后,本文在微博營(yíng)銷績(jī)效評(píng)價(jià)和群體行為分析的基礎(chǔ)上,提出適合企業(yè)微博營(yíng)銷的對(duì)策建議。根據(jù)本文構(gòu)建的指標(biāo)體系和評(píng)價(jià)模型,對(duì)2014年10月14日至2014年11月12日的十家企業(yè)的微博營(yíng)銷績(jī)效進(jìn)行綜合評(píng)價(jià)。綜合調(diào)查問(wèn)卷法與熵權(quán)法,確定指標(biāo)權(quán)重結(jié)果表明:短鏈點(diǎn)擊平均數(shù)指標(biāo)所占權(quán)重較大,微博瀏覽量、粉絲增長(zhǎng)數(shù)、真實(shí)粉絲數(shù)的排序較靠前,四者權(quán)重依次為0.2375、0.1465、0.1327、0.1239,權(quán)重相對(duì)最小的指標(biāo)為粉絲總數(shù)。這不僅說(shuō)明了微博營(yíng)銷只追求粉絲數(shù)量是遠(yuǎn)遠(yuǎn)不夠的,必須加強(qiáng)與粉絲互動(dòng),才能取得更好的成績(jī),但是不能忽視權(quán)重小的指標(biāo)對(duì)微博營(yíng)銷績(jī)效的影響。
[Abstract]:Weibo marketing as an important new marketing method, with Weibo as the marketing platform, Weibo users as the potential marketing object, pay attention to the transmission of enterprise humanistic value, customer comments and feedback. Index system construction and the accurate positioning of potential customers. Enterprises through updating their own Weibo dissemination of corporate culture and product information, so as to establish a good image. After the release of Weibo. Enterprises can also communicate with the audience through the Weibo platform, with the audience to discuss recently updated content or current topics of interest to the audience, and through the audience feedback suggestions and opinions. To achieve the purpose of marketing. Compared with traditional media, Weibo marketing is not only more convenient, but also has a wide range of social and diverse interactivity. The loyalty produced is far higher than marketing through advertising. To evaluate the performance of an enterprise, we need to use statistics, operational research and other mathematical methods, according to specific things to build a specific index system. Combined with qualitative analysis and quantitative analysis, this paper makes an objective, fair and accurate comprehensive evaluation of a certain aspect of business efficiency in a certain period of operation. This paper evaluates the performance of Weibo marketing. It is helpful to understand the current situation of Weibo's marketing development, to solve the potential problems and shortcomings in time, to clarify the development direction of enterprises in the process of marketing, and thus to promote the development of Weibo marketing. Make it with traditional marketing and other self-media marketing reference, better help enterprises profit. This paper carried out extensive and meticulous theoretical research and empirical analysis of seeking truth from facts. Not only has collected ten enterprises Sina Weibo data, but also through the questionnaire way. Collect different Weibo users' views and opinions on Weibo marketing, and solve the problems existing in the current Weibo marketing performance evaluation system, which can not adapt to the development of network economy. To establish the characteristic Weibo marketing performance evaluation index system, solve the Weibo marketing performance evaluation of "what" problem, on the basis of Weibo marketing performance evaluation index system. This article fully embodies the concept of "low investment" and "high efficiency", in order to effectively tap the potential of Weibo marketing, promote Weibo marketing development. In order to make Weibo marketing better and faster integration into the enterprise, this paper first analyzes Weibo marketing status and existing problems. This paper expounds the commonness and characteristics of Weibo marketing and WeChat marketing, and then discusses the influencing factors. In order to construct a simple and reasonable comprehensive evaluation index system, this paper then uses the comprehensive evaluation method to calculate the index weight, which verifies the feasibility of the method. Finally. On the basis of Weibo marketing performance evaluation and group behavior analysis, this paper puts forward countermeasures and suggestions suitable for enterprise Weibo marketing. According to the index system and evaluation model constructed in this paper. From October 14th 2014 to November 12th 2014, this paper comprehensively evaluates the marketing performance of Weibo in ten enterprises. The result of determining the index weight shows that the weight of the average index of short chain click is larger, the number of Weibo views, the number of fans growing, the order of the true number of fans is higher, the weight of the four is 0.2375 in turn. 0.1465 / 0.1327 / 0.1239, the least weight index is the total number of fans. This not only shows that Weibo marketing is not enough to pursue the number of fans only, we must strengthen interaction with fans. In order to achieve better results, we can not ignore the impact of low weight indicators on Weibo's marketing performance.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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