金融企业微博营销对个人客户忠诚度影响的研究

发布时间：2018-05-23 09:04

本文选题：微博 + 金融企业　；参考：《华中农业大学》2013年硕士论文

【摘要】：作为现代微博的雏形,Twitter因其非同一般的交流方式而高速发展。越来越多的企业通过Twitter扩宽了交流渠道,取得了直接与客户接触交流的机会。直到2010年,微博快速席卷了中国,微博也就正式进入中文上网主流人群视野。此时,后来居上的微博营销成为了各行各业开展新的营销模式的利器。为了吸引并留住客户,各金融企业也在努力抓住微博给金融营销带来的这一契机,利用微博这种用户黏度极高的精准媒体和垂直媒体直接与客户取得联系,进而更好地服务客户,影响个人客户忠诚度。现今,金融企业开展微博营销还处于探索阶段,探讨金融企业微博营销对个人客户忠诚度的影响是有重大意义的。本文在回顾国内外相关文献的基础上,以金融企业为研究对象,以既是金融企业的个人客户,同时又关注了该金融企业微博的具有双重身份的粉丝客户为研究样本,来研究金融企业微博营销对个人客户忠诚度的影响。统计结果主要是利用SPSS19.0软件对搜集到的调研数据进行统计分析所得,主要结论如下： (1)金融企业微博营销的六个因子与个人客户忠诚度的四个度量指标均存在显著的正相关关系； (2)在金融企业微博营销的六个因子中,内容吸引力、发起微博活动的吸引力和微博活跃度对个人客户忠诚度的四个度量指标均影响显著： (3)在金融企业微博营销中的六个因子中,与客户交流互动程度、微博意见领袖参与程度和高管微博的知名度对个人客户忠诚度的四个度量指标均影响不显著。本文在研究分析的基础上,对金融企业开展微博营销以提高个人客户忠诚度提出了相关建议。
[Abstract]:As the rudimentary form of modern Weibo, it has developed at a high speed because of its unusual mode of communication. More and more enterprises broaden the communication channels through Twitter, and obtain the opportunity of direct contact with customers. Until 2010, Weibo quickly swept through China, Weibo also formally entered the mainstream of Chinese online vision. At this time, the Weibo marketing has become a new marketing model of various industries. In order to attract and retain customers, financial enterprises are also trying to seize the opportunity that Weibo brings to financial marketing, and make use of the highly viscous precision media and vertical media such as Weibo to get in touch with customers directly. Then better serve the customer, affect the personal customer loyalty. Nowadays, the Weibo marketing of financial enterprises is still in the exploratory stage. It is of great significance to explore the influence of Weibo marketing on individual customer loyalty. Based on the review of relevant literature at home and abroad, this paper takes the financial enterprise as the research object, taking the individual customer of the financial enterprise as well as the double identity fan customer of the financial enterprise Weibo as the research sample. To study the impact of financial enterprise Weibo marketing on individual customer loyalty. The statistical results are mainly obtained by using SPSS19.0 software to analyze the collected data. The main conclusions are as follows: 1) there is a significant positive correlation between the six factors of Weibo marketing in financial enterprises and the four measures of individual customer loyalty; 2) among the six factors of Weibo marketing in financial enterprises, the content attractiveness, the attraction of initiating Weibo activities and the four measures of Weibo activity have significant influence on individual customer loyalty. Among the six factors in the Weibo marketing of financial enterprises, the degree of interaction with customers, the participation of Weibo opinion leaders and the popularity of executive Weibo have no significant influence on the four measures of personal customer loyalty. On the basis of research and analysis, this paper puts forward some suggestions for financial enterprises to carry out Weibo marketing to improve personal customer loyalty.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

【参考文献】