航空公司微营销渠道定位及效果分析

The Effect Analysis and Micro Marketing Channel Position of the Airline Company

本文以新浪微博以及微信两个信息平台中的5家航空公司的官方微博为样本,选取微博粉丝数、平均每天微博数、微博原创率、平均评论数和平均转发数、微博价值这6项指标以及微信点赞数、阅读量、评论数、平均每天发送条数,进行分析航空公司官方微博与微信的影响力,从而得出在该平台进行机票销售等活动在该平台实施的可能性。通过建立微博影响力主成分分析模型,得到了微博活跃度、粉丝热度和微博创新度三项主成分,根据模型特点,进一步针对如何提高航空公司微博影响力给出具体建议。

This paper takes the microblog and WeChat of 5 airline companies as a sample and selects the number of microblog’s fans, average daily microblogging number, original microblogging rate, average comment number, average forwarding number and value as well as the number of We-Chat’s fans, amount of reading, the number of comments and daily average senting number as in-dicators to analyze the influence of airline official’s microblog and WeChat. Thus, we can draw a conclusion on the possibility of ticket sales and other activities in these platforms. By establishing the microblog influence principal component analysis model, we get the activity of the microblog, fans heat and microblogging innovation degree above these three principal components. According to the characteristics of the model, we can give some more detailed suggestions about how to improve airline companies’ microblog influence.