Research On Influencing Factors And Short-term Effect Measurement Of Enterprise Microblogging Marketing

Enterprise microblogging marketing is a hot issue of the marketing industry and academia nowadays. Meanwhile, there are many problems in domestic academic research on enterprise microblogging marketing, which mainly in two aspects:(1) what are the influencing factors of enterprise microblogging marketing;(2) what is the measurement to enterprise microblogging marketing effect. This paper has finished some research work to the two aspects as follow:Firstly, in chapter2, this paper makes clear definitions to microblogging, enterprise microblogging and enterprise microblogging marketing. And then, this paper releases literature review of microblogging marketing from both foreign scholars and domestic scholars in chronological order. At last, based on self-advantages and practical experiences, this paper summarizes the deficiencies of existing research for enterprise microblogging marketing, and decides to do five steps including qualitative research, quantitative research, effect measurement, solution proposal, review and prospect. In this way, this paper will do some research on influencing factors from macroscopic angle in chapter3and4, do some research on short-term effect measurement from microscopic angle in chapter5and propose operating strategies from the whole angle.Secondly, from the macroscopic angle, this paper uses the grounded theory research methods for theoretical research and makes theoretical framework of enterprise microblogging marketing in chapter3. The main body of the theoretical framework is made of the core categories of "positioning-behavior-effect" composed of three main categories of "positioning","conduct" and "effect". Based on this theoretical framework, this paper releases an influencing factor model of enterprise microblogging marketing by means of structural equation model in chapter4. According to the collected data from questionnaire, this paper makes tests to the influencing factor model and analyses how all the influencing factors influence the practice of enterprise microblogging marketing.Thirdly, from the microscopic angle, based on the data from10typical enterprise microblogging marketing case on Sina Microblog and AISAS model, this paper uses mathematical statistical methods of correlation analysis and regression analysis to make empirical study, build a quantity model of the short-term effect measurement of enterprise microblogging marketing, and discusses parameter meaning and economic significance of this model in chapter5.Fourthly, from the whole angle, this paper presents the corresponding operating strategies based on the influencing factors model of enterprise microblogging marketing from chapter3and4from macroscopic angle. And then, this paper presents the corresponding operating strategies based on the effect measurement model of enterprise microblogging marketing from chapter5from microscopic angle.The research innovation of this paper include:1, This paper deduces a theoretical framework of influencing factors model of enterprise microblogging marketing of the core categories of "positioning-behavior-effect" by both expert visit and the grounded theory, and gives a new research angle to enterprise microblogging marketing from qualitative research and macroscopic angle.2, This paper deduces a influencing factors model of enterprise microblogging marketing by ways of questionnaire and structural equation model and shows how all the influencing factors influence enterprise microblogging marketing, and gives a new research theory to enterprise microblogging marketing from quantitative research and macroscopic angle.3, This paper deduces a short-term effect measurement model of enterprise microblogging marketing by ways of case study and quantity statistics analysis. This model shows that:if all the followers of enterprise microblog are real,(1) there is a significant positive correlation between current effect of enterprise microblogging marketing and previous effect,(2) there is also a significant positive correlation between enterprise microblogging marketing effect and tweets’number, also and followers’ number, and gives a new measurement approach to judge short-term effect from quantitative research and microscopic angle.