基于熵权法的中药企业官方微博营销效果评价研究

Research on the Evaluation of Official Micro-blog Marketing Effectiveness of Traditional Chinese Medicine Enterprises Based on Entropy Method

目的:提出中药企业官方微博营销效果评价指标体系。方法:以13家中药企业的新浪微博官方微博数据作为研究对象,运用熵权法确定指标权重。结果:得出3个一级指标和12个二级指标的权重,计算出13家中药企业在微博活跃度、微博内容、微博传播力各指标上的得分排名以及微博营销效果的综合得分排名,定量化评估各中药企业官方微博营销效果,白云山微博营销效果综合排名位居第一。结论:提出有利于中药企业官方微博营销的建议。

Objective:To put forward the evaluation index system of the marketing effectiveness of the TCM enterprises official micro-biog.Methods:Using the Sina micro-blog official micro-blog data of the 13 Chinese medicine enterprises from January to August as the research object,calculate the weight of the index according to the entropy method.Results:Calculate the weights of the three first-level indicators and 12 secondary indica- tors,and then calculate the scores and rankings of the TCM enterprises in the active degree,micro-blog content and communication indicators,and the overall scores and rankings of the micro-blog marketing effectiveness, quantitatively assessment the official micro-blog marketing effectiveness of TCM enterprises.Baiyunshan's microblog marketing effectiveness ranked the first.Conclusion:The proposal which is conducive to the official micro- blog marketing of TCM enterprises was indicated.