Research Of Tourism Enterprise Wechat Marketing Effect Evaluation

With the continuous development of mobile Internet and smart phones upgrading,the whole society has entered into the micro-information age by the representative of micro-blog and WeChat.Since created in 2011,WeChat widely used by the society,as in September 2015 its number of registered users has exceeded 650 million,in such a large user base,70% of the public accounts for the enterprise operations account.In increasingly obvious trend of individual tourist market,because of low barriers to entry,transmission speed,frequent interactive and other advantages,WeChat marketing widely applied to tourism enterprises,many tourism enterprises put as an important way of marketing,marketing effectiveness becoming the objective needs in the process of WeChat marketing.However,the current academic of WeChat marketing mainly focusing on two qualitative research of applications and marketing strategies,this paper quantitatively research on WeChat marketing effectiveness of tourism enterprises.In this paper,on the perspective of literature review and the summary of relevant theory,according to WeChat marketing process,to establish a "target-behavior-effect" research ideas,guided by this idea,based on the Balanced Scorecard and the particularity of WeChat marketing,construct on a WeChat marketing effectiveness evaluation system,with financial efficiency for its target,tourists benefit for its core,internal platform operators for its technical basis,learning and growth for its power,including 4 first-level indicators 13 secondary indicators 32 tertiary indicators.This evaluation system is universal for tourism enterprises,but the weight not same,various kinds of tourism enterprises setting reasonable weights according to their own characteristics for the scientific evaluation.Select the Hebei Chenguang Hotel as a case study for the application of evaluation system,in order to provide reference for WeChat marketing effectiveness evaluation of tourism enterprises,through in-depth interviews,questionnaires,expert scoring method for collecting data,using AHP-fuzzy comprehensive evaluation method evaluate its WeChat marketing effectiveness,calculating the comprehensive evaluation score of 2.25,Chenguang's WeChat marketing effectiveness partial to good,at the same time analyzing the problem of evaluation results.Finally,on the perspective of evaluation system,from point to surface,put forward relevant proposals in five areas for the overall WeChat marketing tourism enterprises,including the increasing of the economic contribution rate,enhancing the user experience,enhancing the value of the platform,promoting enterprise growth and progress.Innovation of this paper including: First,from the perspective of analysis on WeChat marketing effectiveness of tourism enterprises;Second,to build tourism enterprises WeChat marketing effect evaluation index system based on the Balanced Scorecard theory to quantify for the first time.