基于实验经济学的微信营销效果影响因素及预测研究

Research on WeChat Marketing Effect Factors and Prediction

通过设计微信公众号内容、标题、频率、品牌等实验对比变量,采集公众号实际运营数据,研究信息价值的相关影响因素与微信营销效果之间的关系,利用阅读点击率、转发收藏率等指标量化营销效果,建立营销效果预测模型。研究结论表明,企业微信营销的效果与公众号性质具有显著相关,通过带虚拟变量回归分析建立营销效果预测模型,为企业提高微信营销效果提供决策参考。

By designing WeChat public number content, title, transmit frequency, brand and other experi-mental contrast variables, gathering public number actual operational data, research relationship between the fac-tors of information values and WeChat marketing effect through reading CTR,forward collection rate, etc. to make prediction model. The Findings show that enterprise WeChat marketing effects are apparently related to the public attribution, and to make marketing effect prediction model with the dummy variable regression analysis. As a result, it will be of benefit to decision-making reference to improve the micro-channel marketing effects.