Research Of Influencing Factors And Effect Evaluation Of Hotel Weibo Marketing

Weibo is one of the most important social media tools nowadays, the popularization of Weibo brings a new kind of network marketing-Weibo marketing. Enterprises use Weibo’platform can carry out a series of marketing activities, in order to raise visibility and expand brand impact. Weibo marketing has gradually become one of the indispensable marketing channels of many companies. However, as a new kind of network marketing, Weibo marketing has some significant difference from traditional marketing. In addition, the influence factors of Weibo marketing effectiveness has not been precisely defined, and marketing effectiveness is difficult to scientific assessment. Therefore, the majority of firms develop the Weibo marketing are blind, and Weibo marketing is still at the exploratory stage. How much benefit Weibo marketing can bring for enterprises, which is the enterprise most concern. However, the scientific studies about the influence factors and evaluation of Weibo marketing effect are in a state of scarcity.This paper takes the hotel’s Weibo as the research object, and deeply studies the influence factors and evaluation of the Weibo marketing effect:On the basis of summarizing those existing research on Weibo marketing, it is assumed that the decision-makers from different hotels hold the same degree of attention on Weibo marketing. Then, this paper explores the influence factors of hotels’Weibo marketing effect from the Weibo users’perspective, analyzes the Weibo users’behavior guided by AISAS mode, through the questionnaire survey to build the hotel Weibo marketing effect model with statistical software such as Excel and SPSS19.0.On this basis, this paper puts forward the Weibo marketing effect evaluation index hypothetical model, and then use AHP to build a complete evaluation system, this system takes the hotels’Weibo marketing comprehensive effect as the goal layer, influence effect, communication effect and transformation effect as the criterion layer, takes Weibo influence, brand influence, interaction effect, fans value, actual trading volume and customer satisfaction as the sub-criterion layer, and takes14indexes such as Weibo influence index, brand hot degrees and brand search as the index layer.Finally, this evaluation index system is applied to Ningbo Howard Johnson Plaza Hotel and Ningbo Riviera Hotel. Through the observation and data collection of the hotels’Weibo, measure the hotel Weibo marketing effect index with the comprehensive index method. The results show that these two hotels have little effect about Weibo marketing:1. Both hotels did not make full use of Weibo to launch various marketing activities, Weibo marketing is still at a low level, and Weibo marketing did not make the hotel brand awareness has obvious improvement;2. Those hotels are not ideal about the number of transmission, comment and praise by Weibo users. Among their fans, the ratio of certified fans is low, while the ratio of active fans proportion is relatively substantial, and few interactive activities are organized. So, how to attract a large number of fans, and enhance the fans value is an urgent problem;3. The actual trading volume is not optimistic. Although there is a higher satisfaction, customers release very few consumption experiences by Weibo during the investigation period. To some extent, both hotels reflect the problems existing in the hotel industry to carry out the Weibo marketing, thus, for their marketing situation, this article also brings up some suggestions and countermeasures:1. Accurate positioning, step by step;2. Grasp the frequency and the best time on releasing information;3. Show personalized content;4. Online and offline marketing activities are combined together;5. Increase effective fans, pay attention to interact with fans.