Performance evaluation of micro-blog marketing based on fuzzy theory

Abstract

At present, the people in the micro-blogging marketing performance evaluation research is still in the weak status, based on the fuzzy theory, a comprehensive questionnaire with the method of entropy weight fuzzy comprehensive evaluation for the micro-blogging marketing performance in this study, with an enterprise’s from January 2019 to October of micro-blogging marketing performance activity, the propagation force and coverage for data collection and the analysis of simulation results. Fuzzy comprehensive evaluation is a method of comprehensively evaluating things based on the degree of membership in fuzzy mathematics theory. The method of evaluating participating units with multiple indicators can evaluate the participating units more reasonably and accurately. The entropy weight law reflects the relative variation degree of each indicator according to the amount of information provided by the observed value of each indicator, and calculates the weight data of the indicator by means of information entropy. Through the establishment of a performance evaluation index system for micro-blog marketing, the micro-blog marketing performance is researched on the three indicators of micro-blog activity, micro-blog communication power and micro-blog coverage in performance evaluation. Among the research results, 23% of people believe that micro-blog activity is more important for performance evaluation; 39% believe that micro-blog communication is more important in performance evaluation; 41% believe that microblog coverage is more important in performance evaluation. This result indicates that the marketing performance of the enterprise’s micro-blog is not only determined by whether the enterprise’s micro-blog is active or not, but also should pay attention to the spreading strength and coverage of the micro-blog. However, the influence of indicators with small weight on the marketing performance of the micro-blog should not be ignored.