CAJ | 학술논문

随着微博用户规模及其影响力的不断提升，微博作为企业营销平台的价值也逐步体现。综述了微博领域的最新研究成果，运用主成分分析法通过对企业官方微博的信息收集，归纳了5种企业微博的主要影响因子，即微博信息覆盖广度主成分、微博信息内容主成分、粉丝质量主成分、微博交互主成分、微博管理水平主成分，并在此基础上建立了微博影响力指数的计算方法，并利用该方法对100家企业微博进行了微博影响力的排名。
수착미박용호규모급기영향력적불단제승，미박작위기업영소평태적개치야축보체현。종술료미박영역적최신연구성과，운용주성분분석법통과대기업관방미박적신식수집，귀납료5충기업미박적주요영향인자，즉미박신식복개엄도주성분、미박신식내용주성분、분사질량주성분、미박교호주성분、미박관리수평주성분，병재차기출상건립료미박영향력지수적계산방법，병이용해방법대100가기업미박진행료미박영향력적배명。
Owing to the rapid development of the size of Microblog users and its influence, more and more companies pay attention to en-terprise Microblog. The business value of Microblog becomes more and more popular. This paper aims to establish the method to measure the microblog influence. Firstly, the theoretical and practical significance of the latest research results on the microblog platform is expoun-ded. Secondly, correlation analysis is used to study the correlation between enterprise user behavior characteristics. Then five main ingredi-ents are summarized to establish the evaluation index of the influence of the microblog: breadth of microblog information coverage, con-tent, fans quality, interactive level, and management level. In addition, microblog influence index is calculated on this basis, and the method for enterprise microblog influence rankings is compared with Sina Microblog ranking, which proves the effectiveness of the meth-od.