Abstract
In this paper, we propose a evaluation system for the enterprise microblog marketing effectiveness, combine DEA method to establish the evaluation model, and applying the quantitative evaluation method of input and output to evaluate the effect of microblog marketing among different enterprises. In the empirical part, in order to verify the feasibility of the model, we compare the effectiveness of the relative marketing effect of 50 official microblog in 5 different industries based on Sina microblog. The result shows that microblog marketing effect among different enterprises is different. In the five major industries, the integrated marketing effect of mobile phones industry is best, followed by Home Furnishing, skin care, snacks, the worst is the women’s clothing industry. In the end, by combining the development characteristics and situation of each industry, the paper puts forward some measures to improve the marketing effect of enterprise microblog.
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Acknowledgements
The authors acknowledge the financial support National Natural Science Foundation Project of China, project (No. 71372189), and Sichuan University Fundamental Research Funds for the Central Universities Project (No. skqy201406). The author is grateful to the anonymous referee for a careful checking of the details and for helpful comments that improved this paper.
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Zhang, D., Ma, Y., Wang, A., He, Y., He, C. (2018). Analysis of Enterprise Microblog Marketing in Different Industries Based on DEA Model. In: Xu, J., Gen, M., Hajiyev, A., Cooke, F. (eds) Proceedings of the Eleventh International Conference on Management Science and Engineering Management. ICMSEM 2017. Lecture Notes on Multidisciplinary Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-59280-0_72
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DOI: https://doi.org/10.1007/978-3-319-59280-0_72
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