基于内容分析和社会网络分析的银行微博研究

发布时间：2018-04-01 13:36

本文选题：微博　切入点：品牌拟人化　出处：《南京大学》2013年硕士论文

【摘要】：Web2.0的日益普及不仅加速了信息的传播,更为人们提供了前所未有的互动体验。作为一种新型社交媒体,微博因其迅速壮大的用户规模和强大的信息传播能力而越来越受到人们的关注。微博平台使得消费者能直接获取他们认为相关或有趣的最新消息,从而让企业有机会通过同消费者的在线互动,充分展现品牌个性,并与消费者建立起亲密的关系。本文利用内容分析法和社会网络分析,以国内13家银行的官方微博为研究对象,探讨了国内银行微博账号所发布消息的品牌拟人化状况、信息类型和传播特征。首先,本文界定了研究的3个基本问题,分别是“银行如何在微博平台上同消费者对话”、“银行所发布的微博消息主要涉及哪些方面”和“不同类型的热点微博具有哪些传播特征”。针对前两个问题,本文以新浪微博上13家银行官方微博所发布的1300条消息为样本,利用内容分析法理论模型,深入分析了这13家银行微博的品牌拟人化状况和消息类型,主要结论包括：总体来看,银行官方微博的品牌拟人化程度较高,而各家银行在品牌拟人化方面的表现各有差异；从内容上来看,银行官方微博的消息发布具有三大特征,分别是重视信息发布、忽视社交沟通,重视粉丝对话、忽视粉丝规模,语言表述相对官方；从信息类型上来看,银行官方微博所发布消息包括产品相关、公司相关、客户相关、品牌提及和其他四种,其中,产品相关类和其他类消息是目前银行官方微博发布的主流消息,公司相关类和品牌提及类消息是银行微博发布的第二大信息。根据祈使动词的出现频率和信息类型,本文对13家银行进行聚类,由此归纳出银行微博营销的四种目的,分别是信息传播、维护粉丝关系、维护品牌形象、提升品牌知名度。针对第三个问题,本文利用社会网络分析,着重研究了产品相关类消息和其他类消息的网络结构和传播特征。分析结果显示,这两类消息的网络结构图都呈放射状,它们的消息传播网络都具有交流密度小、离散程度低、消息发布者核心地位明显的特征。
[Abstract]:The increasing popularity of Web2.0 not only accelerates the spread of information, but also provides an unprecedented interactive experience. Weibo is getting more and more attention because of its rapidly growing user size and powerful ability to disseminate information. The Weibo platform enables consumers to get direct access to the latest news that they consider relevant or interesting. In order to give enterprises the opportunity to fully show brand personality through online interaction with consumers, and establish a close relationship with consumers. This paper uses content analysis and social network analysis. Taking Weibo, an official of 13 domestic banks, as the research object, this paper discusses the status of brand personalization, information types and communication characteristics of the messages published by Chinese banks' Weibo account. First of all, this paper defines three basic problems. They are "how the Bank talks with consumers on Weibo's platform", "what are the main aspects involved in the Weibo message issued by the Bank" and "what are the transmission characteristics of the different types of hot spots Weibo". In response to the first two questions, This paper takes 1300 messages published by the 13 banks on Sina Weibo as samples, using the theoretical model of content analysis, and deeply analyzes the status of brand personalization and message types of the 13 banks. The main conclusions are as follows: overall, the bank official Weibo has a high degree of personalization of the brand, while the performance of each bank in the personification of the brand is different; from the content point of view, the news release of the bank's official Weibo has three major characteristics. Respectively, they attach importance to information release, ignore social communication, attach importance to fan dialogue, ignore fan scale, and relatively official language expression; from the information type, the information released by official Weibo includes product, company, customer, etc. Brand mention and four other types, among which, product-related and other types of news are the mainstream news currently released by the bank's official Weibo. According to the frequency and type of information of imperative verbs, this paper clusters 13 banks, and concludes four purposes of bank Weibo marketing. They are information dissemination, maintenance of fan relationship, maintenance of brand image, promotion of brand awareness. In view of the third question, this paper uses social network to analyze, The network structure and propagation characteristics of product related messages and other kinds of messages are studied emphatically. The results show that the network structure of these two kinds of messages is radial, and their message transmission networks have low AC density and low dispersion. A distinct feature of the core position of a message publisher.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.3

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