| 基于多层次模糊综合方法的社交媒体营销价值评估研究——以人人网和新浪微博为例 |
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| 引用本文： | 何进日,白云旭,吕丹,金城.基于多层次模糊综合方法的社交媒体营销价值评估研究——以人人网和新浪微博为例[J].湖南商学院学报,2013(5):40-45. |
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| 作者姓名： | 何进日 白云旭 吕丹 金城 |
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| 作者单位： | [1]湖南大学工商管理学院,湖南长沙410079 [2]湖南大学经济与贸易学院,湖南长沙410079 |
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| 摘 要： | 根据卒十交媒体具备营销价值的五个特性，笔者建立了社交媒体的营销价值评估指标体系，进而以新浪微博和人人网为例利用多层次模糊综合方法对这两个网站的营销价值进行了定量评估，最后根据评估结果给出了一些建议。
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| 关 键 词： | 社交媒体 营销价值 多层次模糊综合方法 |
Research on Assessment of Social Media Marketing Value Based on the Multi-level Fuzzy Comprehensive Method A Case Study of Renren and Sina Microblog |
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| HE Jin-ri,BAI Yun-xu,LV Dan,JIN Cheng.Research on Assessment of Social Media Marketing Value Based on the Multi-level Fuzzy Comprehensive Method A Case Study of Renren and Sina Microblog[J].Journal of Hunan Business College,2013(5):40-45. |
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| Authors: | HE Jin-ri BAI Yun-xu LV Dan JIN Cheng |
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| Institution: | 1. School of Business Management, Hunan University, Changsha, Hunan 410079; 2.School of Economies and Trade, Hunan University, Changsha, Hunan 410079 ) |
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| Abstract: | Based on the five intrinsic characteristics containing marketing value of social media, the paper constructs the marketing value evaluation index system of social media. Then, based on the multi-level fuzzy comprehensive method, this study evaluates the marketing value of Renren and Sina Microblog quantitatively as a case study. At last, some advice is given on the basis of evaluation results. |
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| Keywords: | Social media marketing value multi-level fuzzy comprehensive method |
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