An Enterprise Microblog Marketing Research Based On Microblog-Matrix

Internet penetration continues to affect business operations. As a platform, microblog has the properties of Web2.0, social media, mobile Internet. The feature of Microblog allows enterprise to transfer brand value for the end-user.More and more enterprise start to use the structure of Micro-matrix. Micro-matrix is the abbreviation of microblog matrix, which is specially owned by enterprises and they use it as a common but important strategy in social marketing. Formally, it builds subsidiary microblog according to its various positioning needs like products、brand and function. Indeed, it’ s a marketing Strategy in order to cover each user groups precisely and effectively by using its different accounts.Most of the prior research made qualitative description of enterprise microblog marketing based on cases, yet in the theory of social network, the studies of social network diffusion are generally based on the external social network environment which affects enterprises, which means they are lack of large-scale empirical data analysis.Comparing to traditional study, this paper starts from the point of a novel marketing structure that is the characteristic of enterprise microblog, and then discusses the role micro-matrix has for Enterprise microblog information dissemination. This paper also proposes a quantitative model tree propagate and its pruning algorithm to evaluate the marketing effectiveness of enterprise micro-matrix from three angles of information diffusion:depth、breadth and speed. What’s more, a empirical study is made through large sample data. Its result shows that the outcome of this paper has a certain universal significance and promotional value...