CAJ | 학술논문

微博依靠其较强的信息扩散能力成为众多企业进行线上营销的主要渠道。较高的微博影响力水平对企业营销信息的推广传播具有一定的推动作用,而电信运营商的官方微博尚存在影响力较为欠缺的情况。本文首先通过文献研究、因子分析等方法归纳聚合出3个微博影响力的主要因素,据此构建了微博影响力评价指标体系。因子分析的结果表明微博账号的信息传播能力对微博影响力的方差贡献率最高,其次为账号活跃度。最后,本文基于因子得分对30个电信运营商官方微博的影响力进行实证分析,分别计算得出各微博账号的指标因子得分及影响力综合得分。依据得分情况对各电信运营企业提出具体的微博影响力提升策略。
미박의고기교강적신식확산능력성위음다기업진행선상영소적주요거도。교고적미박영향력수평대기업영소신식적추엄전파구유일정적추동작용,이전신운영상적관방미박상존재영향력교위흠결적정황。본문수선통과문헌연구、인자분석등방법귀납취합출3개미박영향력적주요인소,거차구건료미박영향력평개지표체계。인자분석적결과표명미박장호적신식전파능력대미박영향력적방차공헌솔최고,기차위장호활약도。최후,본문기우인자득분대30개전신운영상관방미박적영향력진행실증분석,분별계산득출각미박장호적지표인자득분급영향력종합득분。의거득분정황대각전신운영기업제출구체적미박영향력제승책략。
Micro- blog has rapidly gained worldwide popularity and has grown into a major method for commercial promo- tion for most of the companies in china, An influential micro - blog can spread information more efficiently. However, most of the telecom operators＇ micro - blog accounts lack of such influence. The present study built an influence evaluation system of telecom operators＇ micro - blog based on the data of 200 micro - blog accounts with the method of factor analysis, and applied to 30 tele- corn operators micro - blog accounts, the results verified the scientific and practical implication of the influence evaluation system, which could be used by the telecom operators to promote their micro - blog influence and eventually propagate their products. This study put forward some specific strategies according to the results.