Research On The Marketing Effect Evaluation Of Enterprise Micro-blog Matrix

With the development of the social network and social media,micro-blog has become one of the most important platforms for enterprise Internet marketing.The matrix for micro-blog accounts in an effective exchange of market information and has important influences on customer behaviors.On the bases of literature research and theories of enterprise matrix micro-blog marketing and Internet consumption behavior,this paper will analyse the characteristics of the enterprise micro-blog matrix,combined with the evaluation of the status of our country enterprise micro-blog matrix marketing.The enterprise micro-blog matrix includes three kinds of members which are enterprise official micro-blog accounts,related opinion leaders' micro-blog accounts and related life and service micro-blog accounts.The marketing effects of the three different kinds of micro-blog accounts will be studied according to customer value theory and online consumers purchase behavioral motivations.There are personal charisma,entertainment,practicability,economy and marketing information five content indicators and marketing information acceptance level,content interaction intention,consumption direction and link to purchase intention four marketing effect indicators.A theoretical model is presented based on the above indicators and the fuzzy comprehensive evaluation method is used for quantitative analysis.Questionnaire analysis and superiority chart will be used during the quantitative evaluation.The enterprise micro-blog matrix marketing evaluation model will provide a theoretical reference for the further research of enterprise micro-blog matrix marketing.It will also provide a basis for enterprises to construct micro-blog matrix and to carry out micro-blog matrix marketing.The enterprise can find out the shortcomings of its own micro-blog marketing and revise it according to the evaluation system.The contents published by the members of the enterprise micro-blog matrix should be more matched with the needs of the followers and better guide the user's consumption behavior.By developing the marketing strategy of micro-blog matrix,the enterprise can enhance its marketing effectiveness and brand influence,thus to improve the enterprise's competitiveness.