CAJ | 학술논문

基于用户行为视角，根据微博传播信息流，结合PageRank算法思想和用户行为权值，提出一种评价企业微博博文营销效果的量化方案。以当当网发布的微博博文及其转发与评论作为研究样本，依据评价方案筛选出营销效果排名前八的博文并作进一步分析，进而给出提升企业微博运营效果的策略建议。实验结果表明并不是博文转发数越多，营销效果就越好；互动影响力大的用户进行博文转发能够有效提升企业的微博营销效果。
기우용호행위시각，근거미박전파신식류，결합PageRank산법사상화용호행위권치，제출일충평개기업미박박문영소효과적양화방안。이당당망발포적미박박문급기전발여평론작위연구양본，의거평개방안사선출영소효과배명전팔적박문병작진일보분석，진이급출제승기업미박운영효과적책략건의。실험결과표명병불시박문전발수월다，영소효과취월호；호동영향력대적용호진행박문전발능구유효제승기업적미박영소효과。
Based on user behavior perspective, according to the micro-blogging dissemination of information flow, combined with the PageRank algorithm ideological weights and user behavior, this paper proposed a quantization scheme for evaluation of enterprise micro-blogging marketing effectiveness. 113 micro- blogging texts released by Dangdang as well as the forwarded contents and comments were studied as the study sample, among which eight of the top marketing effectiveness blogging were selected for further analysis, based on the evaluation scheme. Thus, strategic recommendation to enhance enterprise micro-blogging operation effect is given. Experimental results show that more blogging forwarded does not mean better marketing;the user with powerful interactive influence who forwards can effec-tively improve the enterprise micro-blogging marketing effect.