营销
业务
质量(理念)
数据包络分析
忠诚
生产(经济)
品牌忠诚度
社会化媒体
营销投资回报率
营销传播
市场营销管理
计算机科学
经济
数学
宏观经济学
哲学
万维网
数学优化
认识论
作者
Lei Li,Jiayang Zhang,Xin An
标识
DOI:10.1016/j.seps.2023.101645
摘要
As the higher education market becomes increasingly competitive, Chinese universities are competing to develop brand marketing programmes on social media platforms, with significant differences in performance. This paper divides universities' social media marketing processes into two stages: the production-operation stage and the marketing communication stage. It constructs a two-stage data envelopment analysis (DEA) model to evaluate the brand marketing efficiency of 296 Chinese universities on the Bilibili video-sharing platform to provide strategic proposals for social media marketing. The results show that 10 universities perform efficiently in the production-operation stage, while 11 universities perform efficiently in the marketing communication stage. The gap in marketing efficiency is relatively large across Chinese universities. Most universities perform unsatisfactorily because of their redundant input or insufficient output. To improve the brand marketing efficiency on Bilibili, universities should pay more effort into quality rather than quantity of input, produce high-quality videos continuously and build and maintain fan loyalty.
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