Research On The Evaluation System Of WeChat Circle's Advertising Effect To Tencent Weihai Station

WeChat is one of the hottest applications in recent years,mainly for social networking,characterized by fast communication and low cost,and has accumulated a large number of users in just a few years.The WeChat circle of friends is a core function of WeChat software,the average per user per day to open more than 10 WeChat high-frequency circle of friends,circle of friends use frequency,to ensure the WeChat advertising circle of friends attention and timely exposure,greatly enhance the WeChat circle of friends advertising effect,WeChat advertising has gradually become a circle of friends mainstream advertising.In the research of advertising effect evaluation to WeChat circle of friends.Firstly,this paper introduces the research background,purpose and significance of this study,related theories of evaluation of domestic and foreign Internet new media,WeChat circle of friends and advertising effect are refined and summarized,and puts forward the research contents,research methods and technology roadmap.Secondly,based on the Tencent WeChat Wei Hai Station circle of friends advertising business overview,this paper introduces the present situation of evaluation of Tencent WeChat Wei Hai Station advertising circle of friends from four angles of organization,process,index and method of analysis,and found four problems at Tencent WeChat Wei Hai Station circle of friends advertising effect evaluation still exist.Thirdly,this paper determines the path of the Wei Hai Station WeChat circle of advertising effect evaluation.Evaluation on the advertising effect of process optimization,implementation process and feedback loop;optimize the evaluation index system of AESAR model based on advertising effectiveness evaluation;factor analysis evaluation method on advertising effect model based optimization;puts forward some measures to ensure the evaluation of Tencent WeChat Wei Hai Station the smooth implementation of the advertising circle of friends.Fourthly,from the contrast of traditional process of post evaluation and optimization of process control,the contrast of the traditional qualitative description and quantitative analysis,the contrast of the evaluation results of advertising effectiveness,this paper analysis three aspects of optimization effect.Using the optimized design scheme in this paper,increased recognition,marketing target evaluation tools selection,the results confirm and feedback three process;put forward,put the amount of clicks,unique visitors,forwarding,comments,like the amount of points,volume,network purchase volume,the amount of attention,in line,coupons for consultation the amount of the amount,12 indicators as a new evaluation index;comprehensive evaluation of 35 cases,and extracted 3 common factors,namely user attitude index,user behavior index and scale index on.It has important practical value and practical significance of this study will be used to guide the evaluation of Tencent,Wei Hai Station WeChat advertising circle of friends work,and provide valuable experience for the subsequent WeChat circle of friends advertising effectiveness evaluation research.