Micro-blog Marketing Performance Evaluation Index System Research

As an emerging marketing mode, micro-blog marketing puts micro-blog as marketing platform, micro-blog users as potential target, and pays attention to transfer enterprise humanistic value, customers’ comments and feedback, construct the index system and locate potential customers accurately. Through update their micro-blogs, enterprises can disseminate information about their culture and products, so as to enhance their image. After release micro-blog, enterprises can also communicate with the users, discuss the recently updated content or the topic which users are interested in. Compared with the traditional marketing mode, micro-blog marketing is not only more convenient, fast, and widespread. That is to say, customers’ loyalty it produces is far more than advertising simply.To evaluate the performance of enterprise, it needs to use statistics, operations research and other mathematical methods to construct the index system. Combining qualitative analysis with quantitative, it makes a comprehensive evaluation of objective, fair and accurate operation efficiency of enterprises in certain aspects of operating in a certain period of time. To evaluate the performance of micro-blog marketing, is conducive to understanding the development of the micro-blog marketing status, finding the potential problems and deficiencies in the marketing process, and clearing enterprise development direction, so as to promote the development of micro-blog marketing and increase benefit.In order to make research more extensive and meticulous, this paper not only collects enterprises’ data from Sina Weibo, but also uses the questionnaire to collect different users’ views and opinions about micro-blog marketing. The study establishes the evaluation index system of micro-blog in order to solve the micro-blog marketing performance evaluation in the "what" problem. Based on establishing the system of micro-blog marketing performance evaluation, this paper fully embodies the "low input, high efficiency" concept, in order to effectively mining enterprises micro-blog marketing potential, promote micro-blog marketing development, solved the micro-blog marketing performance evaluation in the "how" problem.This paper analyses not only the status and the existing problems of micro-blog marketing, but also generality and characteristics between WeChat marketing and micro-blog marketing. In order to find major indexes which influence on the micro-blog marketing performance, this paper uses correlation test to screen or merge many influence factors. Then this paper uses comprehensive evaluation method to calculate the weights of the indexes and tests the feasibility of the method. At last, data envelopment analysis model is used in the paper to display the advantages and the disadvantages of enterprises in micro-blog marketing.According to the index system and evaluation model established in the paper, a comprehensive evaluation is made which includes ten companies’ micro-blog marketing performance from October 14, 2014 to November 12, 2014. By using questionnaire method and entropy weight method to determine the index weight, the results show that: the most influential four indexes are the average number of clicking short chain, the number of browsing micro-blog, the number of fans increasing and the number of real fans, whose weights are 0.2375, 0.1465, 0.1327, 0.1239. Besides, the weight of the total number of fans is less than satisfactory. That is to say, only chasing the number of fans is not enough. Enterprises must increase the interaction with fans from the angle of innovation, to achieve better results, but it can’t ignore the influence of small weight indicators of micro-blog marketing performance.