Evaluation of Enterprise Microblogging Event Marketing Effect Based on DEA——Official Microblog of S Enterprise as an Example

Abstract

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

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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