旅游企业博客营销能力评价指标体系构建研究

The Evaluation Index System of Blog Marketing Competence in Tourism Enterprise

设计调查问卷,通过调查研究方法获取相关数据,应用SPSS软件的因子分析法,构建了包括5个一级指标和19个二级指标的旅游企业博客营销能力评价指标体系。博客营销管理能力一级指标包括传统营销整合、网络营销整合、博客营销战略、游客需求识别和营销目标选择等5个二级指标;博客营销决策能力一级指标包括营销机会识别、营销机会利用、不良信息处理、危机事件应对等4个二级指标;博客营销支撑能力一级指标包括博客的影响力、企业的公信力、博客营销认知和博客人才储备等4个二级指标;博客营销绩效水平一级指标包括博客的转发率、博客的跟贴率、博客的点击率和博客的更新率等4个二级指标;旅游博客应用能力一级指标包括博文创造能力、博客活动策划等2个二级指标。

This paper get the data by questionnaire, construct the evaluation index system of blog marketing competence in tourism enterprise by factor analysis of SPSS. The system includes 5 first-grade indexes and 19 second-indexes. Blog marketing management competence includes the in tegration with traditional marketing, the integration with internet marketing, the blog marketing strategy, the tourism demand recognition and the marketing target selection; blog marketing decision making competence includes the marketing opportunity recognition and utilizing, the bad infor mation processing and the critical incident response; blog marketing supporting competence includes the blog influence, the firm credibility, the blog marketing perceiving and the reserve of blog talents; the blog marketing performance includes the transmitting rate, the click rate, the Heel stick rate and the replacement rate of blog; tourism blog application competence includes the blog creative ability and the blog event nlanning.