基于AISAS模型的微博营销客户转化率优化

Optimization of Customer Conversion Rate of Weibo Based on AISAS Model

微博现如今已然成为自媒体时代的驱动力量,每天有数以千万的活跃粉丝,使得微博营销成为众多企业营销的新渠道。然而,在判断营销效果时,多数企业仍以传统的客户转化率作为参照,对于低转化率的现象不能很好的探究出原因所在。文中基于AISAS模型,构建微博营销客户转化率的测量模型,结合微博自身的特质,细化消费者购买行为各阶段转化率的指标,找出总转化率低的根源所在,提高微博营销效率。

Weibo seems has become the driving force in We-media era, tens of millions of active fans, so that weibo being a new marketing channel for many enterprises. However, in judgment of the marketing effect, the majority of companies are still using the traditional customer conversion rate as a reference, which can not explore the reasons of the low conversion rate very well. Based on AISAS model, constructing the measurement model of marketing conversion rate, combining with its characteristics, segmenting the indicator of conversion rate about consumer buy behavior, identifying the reason of low total conversion.