| The vigorous development of the Internet makes the microblogging marketing gradually became the important enterprise marketing channels.As the online travel industry with service highly polymerizing unpredictability,microblogging marketing in it become different from others.This article selects 18 online travel enterprise’s official weibo as the research object,studying the influence level of them with operating factor analysis and cluster analysis.Through the analysis of the data results,the article has a comprehensive grasp of the development level of tourism on weibo.Finally to strengthen the marketing ability of tourism official weibo,it enhance brand marketing results provide the scientific basis.According to the arrangement of the paper:at first,this paper on the basis of the theory of AISAS,combining with the characteristics of online travel industry itself out nine online travel data index,including the number of fans,the forwarding number,the number of comments,thumb up,the original number,the number of @ fans,the network links,related account number.Then this paper extract three common factor from the above data using factor analysis.Based on the factor score,this article builds online travel companies weibo influence evaluation framework.according to each factor score rankings,the present situation weibo of online tourism is analyzed.Based on the obtained three common factor the 18 companies could be divided into 5 clusters,strong operating,strong feedback,leading type,medium type and comprehensive type behind five categories. |
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