文献类型：期刊文献

中文题名：基于数据包络分析的小米手机网络营销绩效评价

英文题名：Influence of E-marketing on Xiaomi Mobile Performance Based on DEA

作者：任杰[1];董佳歆[1];姜楠[1]

第一作者：任杰

机构：[1]北京联合大学应用科技学院,北京100193

第一机构：北京联合大学应用科技学院

年份：2021

期号：S01

起止页码：297-304

中文期刊名：中国软科学

外文期刊名：China Soft Science

收录：CSTPCD;;北大核心:【北大核心2020】；CSCD:【CSCD2021_2022】；CSSCI:【CSSCI2021_2022】；

基金：北京联合大学校级教育科学研究课题“以学为中心的教学设计与评价”(Jk202015)。

语种：中文

中文关键词：小米手机;网络营销;绩效评价;数据包络分析

外文关键词：mobile phone;network marketing;performance evaluation;Data Envelopment Analysis(DEA)

摘要：本文探讨网络营销对小米手机企业绩效的影响,主要目的是探讨网络营销与小米手机企业绩效之间的关系。以小米手机社交网络营销数据作为研究样本,对小米手机在微博和抖音中投入和产出的整体性相对效率进行分析,选取发布内容频率和回复量作为投入型指标,转发数量和评论数量作为产出型指标,运用数据包络分析(DEA)对小米手机网络营销效率进行研究。通过引入数据包络模型,提出小米手机网络营销绩效评级体系,以期在微博、抖音平台的网络营销过程中取得良好的结果。研究结果表明,网络营销工具中各属性对小米手机绩效正向影响程度由大到小排序分别是:发布内容频率、转发数、评论数、回复量。
The study investigates the impact of online marketing on Xiaomi mobile phone industry performance.The major objective was to examine the relationship between online marketing on industry performance in Xiaomi mobile phone.Taking the social network marketing data of Xiaomi mobile phone as the research sample,this paper analyzes the overall relative efficiency of the input and output of Xiaomi mobile phone in Weibo and Douyin.The frequency of published content and the amount of replies are selected as the input indexes,and the number of reposts and comments are selected as the output indexes.Data envelopment analysis(DEA)is used to study the network marketing efficiency of millet mobile phones.By introducing the data envelopment model,this paper proposes the performance rating system of Xiaomi mobile phone network marketing,in order to achieve good results in the process of network marketing on Weibo and Douyin platforms.In order of the positive impact of each attribute of the network marketing tool on the performance of Xiaomi mobile phone,the following are:frequency of released content,number of forwards,number of comments and number of replies.