The Influencing Factors Research Of Enterprise Microblog Marketing Performance

With the development of the Internet information technology and the rapid expansion of the scale of Internet users, internet marketing and social media marketing has been more and more paid attention to by enterprises, the microblog marketing as a new social media marketing has developed rapidly in these marketings. Because microblog marketing emphasizes the interaction between the microblog and its users, it is no uniform standard to measure the performance of the microblog marketing. In this paper, after the literature review and model building, registered enterprise microblog in Sina microblog is positioned as study sample. Then empirical research is carried out through the SPSS17.0software and multiple linear regression method. At last the conclusions drawn from empirical research can provide a new perspective for academic research about the enterprise microblog marketing performance influencing factors.Study results of this paper indicate:(1) Microblog marketing performance can be measured in the original topic, the amount of the original topic can properly reflect the enterprise microblog marketing effectiveness, and the size of the number of the original topic also can reflects the level of interaction quality between the enterprise microblog and its users. The amount of the original topic is product of the interaction of the consumer user and enterprise microblog marketing.(2) The number of fans and the number of active fans are not influencing factors of enterprise microblog marketing performance; average microblog number which is published by enterprise microblog and the average microblog number which is forwarded by fans are two influencing factors of the enterprise microblog marketing performance and both of them have positive influences to enterprise microblog marketing performance; microblog number which is commented by fans have a negative impact on the enterprise microblog marketing performance.Some microblog operation recommends based on empirical study can also be put forward:①The real microblog marketing is not simply the pursuit of the mumber of followers and the so-called active followers and is also simply releasing information to user. Throughout microblog marketing the enterprises must do their best to understand and meet the psychological and cultural needs of all levels of microblog users and must regard the improvement of the high efficiency interaction quality between the enterprise microblog. its users and their friends. In order to ultimately achieve the promotion of enterprise microblog marketing performance, the enterprise should make good use of the advantage of the true identity of microblog users relationships and viral effect on the microblog platform and take advantage of all the resources to fully mobilize the interaction of the enterprise microblog, microblog users and their friends.②Every day enterprises should push the same number information in the micro-blog, interval time should also be even in order to nurture the microblog users on the enterprise microblog’s loyalty and dependence, at last make lasting viscosity of enterprise microblog platform for users, therefore it is a habitual behavior to enables microblog users to access the microblog. The enterprise microblog can raise the number of published information after enterprise microblog have a certain size of viscous values.③Enterprises should fully research their micro-blog users to find the interest field of information released and issue more quality information which can be forwarded by the user. Enterprises should carry out a variety of activities to promote microblog users to forward information published by enterprises microblog. Enterprises should improve the forwarded information number to contribute to the achievement of the viral effect of the dissemination of information and ultimately improve their microblog marketing performance.④Enterprises should published less information which can be reviewed. Enterprise should not evade microblog information who have a lot of followers’comments. According to the user’s interests demand, enterprises should give full consideration to the user’s cultural, psychological factors, and find out the reason why microblog information may be reviewed. Enterprises must avoid the microblog information reviewed excessive impact to the enterprise microblog marketing performance.The limitations of the study are pointed out and research directions of microblog marketing performance are suggested.