基于DEA的企业微博活动营销效果评估——以S企业官方微博为例

摘要/Abstract

摘要：

通过分析评估微博营销效果的各类指标以及企业官方微博目前主要的营销方式,文章提出了针对企业微博活动营销效果的评估指标体系;然后结合DEA模型建立了企业微博活动营销效果评估模型,定量化评估企业微博活动营销效果.最后以新浪平台的S企业官方微博为例进行实证研究,实证分析表明:S企业官方微博在2012年内开展的12个活动的整体综合营销效果较好.通过分析对比综合效率理想与不理想的活动,文章总结出微博活动营销的一些特点,并提出了相关建议.

关键词: 微博营销, 企业微博, 营销效果, DEA

Abstract:

By analyzing the evaluation indicators of the microblog marketing effect and the main marketing methods of Enterprise microblog, we propose an assessment index system on the event marketing effectiveness of enterprise microblog. Then combining with data envelopment analysis method, we build a quantitative model to evaluate the event marketing effect of enterprise microblog. Finally, we use the S enterprise microblog on Sina as an example to do the empirical research. The empirical results indicate that the integrated marketing efficiency of 12 microblog activities that the enterprise S organized in 2012 is good in general. And we conclude some feature of microblog event marketing as well as some specific recommendations by comparing the efficient and inefficient activities.

Key words: microblog marketing, enterprise microblog, marketing effectiveness, DEA

韩玫, 何跃. 基于DEA的企业微博活动营销效果评估——以S企业官方微博为例[J]. , 2015, 27(7): 137-145.

Han Mei, He Yue. Evaluation of Enterprise Microblogging Event Marketing Effect Based on DEA——Official Microblog of S Enterprise as an Example[J]. , 2015, 27(7): 137-145.

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