微博营销绩效评价指标体系构建研究

发布时间：2018-01-17 18:15

本文关键词：微博营销绩效评价指标体系构建研究　出处：《江西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：微博营销作为一种重要的新兴营销方式,以微博为营销平台,把微博用户作为潜在的营销对象,注重企业人文价值的传递、客户的评论与反馈、指标体系的构建以及对潜在客户的准确定位。企业通过更新自己的微博传播企业文化以及产品信息,从而建立良好的形象。在发布微博后,企业还能通过微博平台与受众交流,与受众讨论最近更新的内容或者当下受众感兴趣的话题,并通过受众反馈的建议与意见,达到营销的目的。与传统媒体相比,微博营销不仅更加便利,而且有广泛的社会性以及多样的交互性,产生的忠诚度远远比单纯地通过广告进行营销要高。评价企业某方面的绩效,需要运用统计学、运筹学等数学方法,根据特定的事物来构建特定的指标体系,结合定性分析与定量分析,对企业在一定经营时期内某方面的经营效益做出客观、公正和准确的综合评价。本文对微博营销进行绩效评价,有利于了解微博营销发展的现状,便于及时解决潜在的问题以及不足,明确企业在营销过程中的发展方向,从而促进微博营销的发展,使其与传统营销以及其他自媒体营销相借鉴,更好地帮助企业盈利。本文进行了广泛细致的理论研究以及实事求是的实证分析,不仅搜集到了十家企业的新浪微博数据,还通过调查问卷的方式,搜集到了不同微博用户对微博营销的看法与意见。针对现行微博营销绩效评价体系中存在的不适应网络经济发展的问题予以解决,建立起具有特色性的微博营销绩效评价指标体系,解决了微博营销绩效评价中“评什么”的问题。在建立微博营销绩效评价指标体系的基础上,本文充分体现“低投入”和“高效益”的理念,为了有效挖掘企业微博营销的潜能,促进微博营销发展,还解决了微博营销绩效评价中“如何评”以及“怎么评”的问题。为了使微博营销更好更快地融入到企业中,本文首先对微博营销现状及存在的问题进行分析,阐述了微博营销与微信营销的共性及各自的特点。随后探讨影响因素,本文利用相关性检验对众多影响因素进行筛选或合并,从而构建出简洁合理的综合评价指标体系。本文然后运用综合评价法计算指标权重,验证了方法的可行性。最后,本文在微博营销绩效评价和群体行为分析的基础上,提出适合企业微博营销的对策建议。根据本文构建的指标体系和评价模型,对2014年10月14日至2014年11月12日的十家企业的微博营销绩效进行综合评价。综合调查问卷法与熵权法,确定指标权重结果表明:短链点击平均数指标所占权重较大,微博浏览量、粉丝增长数、真实粉丝数的排序较靠前,四者权重依次为0.2375、0.1465、0.1327、0.1239,权重相对最小的指标为粉丝总数。这不仅说明了微博营销只追求粉丝数量是远远不够的,必须加强与粉丝互动,才能取得更好的成绩,但是不能忽视权重小的指标对微博营销绩效的影响。
[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.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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