Research On Influential Factors Of Enterprise Microblogging Communication Effect

Since microblogging was born, its development speed and the extent of impact have caused the scholars widespread concern. Large number of studies is in competition. The current study mainly focused on microblogging marketing. microblogging marketing is referred to as "zero cost" by industry, it can improve the economic and social benefits of enterprises.For enterprises, learning the characteristics of dissemination and the factors influence the spread of microblogging effect, you can make better use of microblogging, so as to bring real economic benefit of enterprises and enhance brand influence. So, study the influence factors of microblogging communication effect, can help enterprises to establish a sound system of microblogging marketing theory, thus promoting the rapid development of microblogging.In this paper, the research content is as follows:In chapter I, this paper makes clear definitions to the background and issues, research methods and technical routes, research innovation. In the literature review, summarizes the research status of microblogging at home and abroad. In chapter Ⅱ, mainly describes enterprise microblogging, the spreading mode of enterprise microblogging and the spreading factors of enterprise microblogging. Chapter Ⅲ using expert interviews and document analysis to build a model of enterprise microblogging spreading effectiveness and put forward relevant assumptions. Chapter IV according to the questionnaires for data statistics and analysis, build structural equation, and verify the main factors affecting enterprise microblogging spreading effectiveness are response rate, forward rate and activity participation. Chapter V according to the research results, put forward corresponding suggestions from the angle of the microblogging marketing and management. From the angle of the microblogging marketing, we suggest the enterprise should: pay attention to enterprise "micro reply"; build excellent communication platform of both "quality" and "quantity"; promote user "micro forward", make brand quickly value-added in fission spread; held aging "micro events", make users enjoy the fun of "micro marketing". From the angel of management, we advise from the user, brand, microblogging operation three directions to manage the enterprise.In this paper, we study mainly in the innovation point:(1) Through expert interviews and literature analysis, we divided the dissemination process of enterprise microblogging into:"Information Locator - Information concern information interaction".To analyze the market for the purpose of information locator, to pay attention the exposure for the purpose of information concern, information interaction in order to interact with the user between enterprise. From the perspective of qualitative analysis, extract the influence factors in the process of microblogging’s spread and build a model of enterprise microblogging communication effect.(2) By questionnaire and build structural equation, first at all, research the influence factors of enterprise microblogging communication effect by the user’s perspective, then verify assumptions based on data and modify model, get measurement model of enterprise microblogging spreading effectiveness. Get more reasonable model from the perspective of quantitative analysis, provide theoretical support for enterprise to implement strategic microblogging marketing and management.