旅游企业博客营销能力评价指标体系构建研究

设计调查问卷，通过调查研究方法获取相关数据，应用SPSS软件的因子分析法，构建了包括5个一级指标和19个二级指标的旅游企业博客营销能力评价指标体系。博客营销管理能力一级指标包括传统营销整合、网络营销整合、博客营销战略、游客需求识别和营销目标选择等5个二级指标；博客营销决策能力一级指标包括营销机会识别、营销机会利用、不良信息处理、危机事件应对等4个二级指标；博客营销支撑能力一级指标包括博客的影响力、企业的）2-4~力、博客营销认知和博客人才储备等4个二级指标；博客营销绩效水平一级指标包括博客的转发率、博客的跟贴率、博客的点击率和博客的更新率等4个二级指标；旅游博客应用能力一级指标包括博文创造能力、博客活动策划等2个二级指标。

The Evaluation Index System of Blog Marketing Competence in Tourism Enterprise

This paper get the data by questionnaire, construct the evaluation index system of blog marketing competence in tourism enterprise by factor analysis of SPSS. The system includes 5 first-grade indexes and 19 second-indexes. Blog marketing management competence includes the integration with traditional marketing, the integration with internet marketing, the blog marketing strategy, the tourism demand recognition and the marketing target selection; blog marketing decision making competence includes the marketing opportunity recognition and utilizing, the bad information processing and the critical incident response; blog marketing supporting competence includes the blog influence, the firm credibility, the blog marketing perceiving and the reserve of blog talents; the blog marketing performance includes the transmitting rate, the click rate, the Heel stick rate and the replacement rate of blog; tourism blog application competence includes the blog creative ability and the blog event planning.