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Advancement of Computing Methodology, Data Analysis, Enterprise Operation Management and Decision Support System Based on the Eleventh ICMSEM Proceedings Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Analysis of Enterprise Microblog Marketing in Different Industries Based on DEA Model

Authors : Dan Zhang, Yufeng Ma, Aixin Wang, Yue He, Changzheng He

Published in: Proceedings of the Eleventh International Conference on Management Science and Engineering Management

Publisher: Springer International Publishing

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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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Metadata
Title
Analysis of Enterprise Microblog Marketing in Different Industries Based on DEA Model
Authors
Dan Zhang
Yufeng Ma
Aixin Wang
Yue He
Changzheng He
Copyright Year
2018
Book
Proceedings of the Eleventh International Conference on Management Science and Engineering Management

Print ISBN: 978-3-319-59279-4

Electronic ISBN: 978-3-319-59280-0

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-59280-0_72

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