基于加权超网络结构熵模型的软文营销质量评估——以校企合作A公司的微信公众号为例

Weighted Hypernetwork Structure Entropy Models for Measuring the Operation Quality of WeChat Public Number

在移动互联时代,软文营销蓬勃发展,如何度量、监控和预测软文营销的运营质量是目前研究的空白。以校企合作A公司的微信公众号为案例,以每一篇软文为超边,以每一篇软文的点赞人数为节点,以转发量和阅读量的比值为权重,建立软文营销加权超网络模型,采用超边超度结构熵来实时度量、监控和预测微信公众号运营质量水平,给A企业的软文营销策略提供参考。进一步,与微信指数(WCI)计算模型相比,基于每篇软文阅读量、转发量、点赞量、超网络加权超网络模型更具有科学性、客观性和实用价值。本文提出一种微信公众号运营实时数据驱动的度量微信公众号运营质量的新方法,并将统计过程质量控制的理念用于数字营销领域,旨为移动营销提供理论和实践上的参考。

In the mobile Internet era,the marketing of“soft article”is booming.How to measure the operation quality of the WeChat subscription of“soft article”marketing is the blank of the current research.Based on the axioms of the upper entropy and the lower entropy,we first classify and normalize the Tsallis entropy and Daroczy entropy,and propose the upper and lower entropy models of the hypernetwork.This paper takes the WeChat subscription of A enterprise as an example,regards the every piece of“soft article”as a hyperedge,the number of net growth of each piece of“soft article”as a node,view the number of the readers and Forwarding and reading number as the weights,establish weighted“soft article”marketing hypernetwork model.Compared to WeChat index,WeChat index contains qualitative and subjective factors,this paper put forward a new method based on the reading,forwarding and fans growth number which is quantitative data.And thus the hypernetwork entropy model is more scientific,objective and representative.Further more,the application to the model in the monitoring of the operations quality of WeChat subscription.This paper puts forward a new method to measure the operation quality of WeChat subscription number WeChat Subscription.This study also can provide theoretical and practical reference for mobile marketing.