伴随着移动互联网信息量爆炸式增长，传统的微博营销已不能抓住消费者的心智，因此，有效评价微博营销效果亟需提上日程。本文通过分析评估微博营销效果的各类指标，以及企业官方微博目前主要的营销方式，基于AISAS客户行为模型，提出了针对企业微博活动营销效果的评估指标体系，并结合 DEA 模型建立了企业微博活动营销效果评估模型，定量化评估企业微博活动营销效果。然后，以世界500强企业-可口可乐公司的官方微博为例，进行实证研究，通过分析对比综合效益理想与不理想的活动，对其进一步开展微博营销提出可行性建议。最后，本文总结出微博活动营销的一些特点，并对企业开展微博营销提出了相关建议。

关键词：可口可乐、微博营销、AISAS客户行为模型、数据包络分析法

With the explosive growth of mobile Internet information, traditional microblog marketing has been unable to grasp the minds of consumers. Therefore, the effective evaluation of microblog marketing effect needs to be put on the agenda. This article analyzes various indicators of evaluation microblog marketing effect and the main marketing methods of enterprise microblog. Based on the AISAS model, the enterprise microblog marketing effects for the evaluation index system are proposed along with DEA method to build a quantitative model for evaluating the event marketing effect of enterprise microblog. The official microblog of Coca-Cola Company, a fortune 500 enterprise, is taken as an example for empirical study. And the article concludes some feature of microblog event marketing as well as some specific recommendations by comparing the efficient and inefficient activities. Finally, some characteristics of microblog marketing are summarized and relevant suggestions are proposed for enterprises.

Keywords: Coca-Cola, Microblog Marketing, AISAS Marketing Model, DEA