Research Of Enterprise Microblog Marketing Effect Evaluation

In recent years, enterprise microblog marketing attracted the attention of academia and the marketing industry. The question "how to evaluate the effect of enterprise microblog marketing" restrict the conduction of enterprise microblogging marketing. The research of microblog marketing in China or abroad is in the beginning. This research done the work as follows:In the second chapter, this paper defined the concept of microblog, enterprise microblog and microblog marketing and introduced the relevant theory of enterprise microblog marketing----virus marketing theory, integrated marketing theory and wet marketing theory. Then this paper reviewed the previous studies of network marketing evaluation and microblog marketing evaluation. In the third chapter, this paper presented the idea of "value-target-effect", and according this idea, this paper built an enterprise microblog marketing effect evaluation index system based on balanced score card theory. The index system included four dimensions:financial benefits, business efficiency, customer benefits, microblog operational efficiency. In the fourth chapter, this paper selected the microblog "BMW China V" to be the object of empirical study. Then determining the index weight by expert scoring method and evaluating microblog marketing effect of "BMW China V" by fuzzy comprehensive evaluation method, then giving enterprise microblog marketing advices in accordance with the evaluation results.The main innovation of this study is:1、This paper proposed the idea of "value-target-effect", and put enterprise microblog marketing value as an important guidance and reference.2、This paper applied balanced score card theory to the enterprise microblog marketing evaluation, expanding the application area of balanced score card and providing a reference to the applications in other areas of the network marketing effectiveness evaluation.3、This paper made quantitative empirical applications of enterprise microblog marketing effect evaluation index system by fuzzy comprehensive evaluation method and tested the practical significance of this study.