中文摘要：

本文以微博为例,第一次将社会化网络环境下的营销过程划分为：曝光、互动、转化、以及维护四个阶段,并以此为基础,运用层次分析法建立了营销效果两级测评指标,通过德尔菲法获取各级评价指标的权重值,最终构建形成社会化网络环境下营销效果测评体系。采用粗糙集决策分析方法对多件微博营销事件进行实验分析,总结归纳出影响企业社会化网络营销效果的主要因素,为企业在社会化网络环境下进行营销效果的合理测评提供建议,对企业社会化网络营销的发展和＂以用户为中心＂的产品与服务优化有一定的指导作用。

英文摘要：

In this paper, marketing in the social network environment is divided into four stages at thefirst time：exposure,interaction,transformation and maintenance in a case study of micro-blogging. On thisbasis, we establish 2 evaluation indicators of marketing effect on the social web with the analytic hierar-chy process（APH） method, and obtain the index weight by Delphi method. Finally, we build the effective-ness evaluation system of marketing on the social web. The main factors that affect corporate social net-work marketing effectiveness are summarized from the analysis of experimental results on micro-bloggingmarketing events by rough set decision analysis method. The study provide recommendations for enterpris-es on how to reasonably evaluate the effect of marketing in the social network environment, and giving sug-gestions to the development of social network marketing and the optimization of ＂user-centric＂ productsand services.