在线旅行服务企业微博营销模式研究

发布时间：2018-01-19 14:24

本文关键词： 微博营销消费者需求节点干预主题聚类微博营销策略　出处：《哈尔滨工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来，随着中国网民对微博的广泛认可和日益增长的使用频度，微博成为公众获取信息、交流共享的重要媒介，由微博产生的海量数据也引起了企业的高度关注。微博凭借其丰富的信息、高效的传播模式和低廉的运营成本成为企业纷纷争抢的在线营销新阵地。本文以在线旅行服务企业为例，按照从理论到实践的思路，在相关营销理论和海量数据的支撑下，运用理论研究与实践分析相结合的方式，通过分析典型企业相关指标的微博营销现状归纳总结出切实可行的企业微博营销模式。本文首先从市场营销学的4C营销理论、病毒式营销理论、关系营销理论、湿营销理论，消费者行为学领域的AISAS模型和传播学领域的5W传播模式和使用与满足理论入手，在充分考虑微博全时性、针对性和互动性等新媒体特点的基础上，构建了企业微博营销的一般过程。该过程将企业微博营销行为看作是对消费者行为的反应，以消费者行为和企业行为两条主线有机互动的方式呈现微博营销过程的各个环节，其中消费者需求为整个过程的起点，消费者获得满足与分享信息为整个过程的结束，而满足消费者需求和节点干预是企业微博营销的关键环节。然后，本文结合微博文本碎片化、噪声高的特点，，通过建立基于LDA算法的主题聚类模型对微博文本进行处理，将微博内容按主题划分为有奖互动、特价活动、旅行推荐、出行攻略、互动分享、心灵鸡汤和人生箴言、产品推介、新闻播报、互动反馈和爱心公益等类别。最后在理论研究结果的指导下，本文利用所得数据分别从微博内容、发布时间和团队营销三个层面研究在线旅行服务企业的微博营销现状，并以转发量作为反应信息扩散度的主要指标来衡量不同行为的营销效果，最终在相关结论的基础上提出内容建设策略、时间辅助策略和团队营销优化策略等企业微博营销策略。
[Abstract]:In recent years, with the widespread recognition and increasing frequency of use of Weibo by Chinese netizens, Weibo has become an important medium for the public to access information, exchange and share. The huge amount of data generated by Weibo has also attracted great attention from enterprises. Weibo has become a new position for online marketing with its abundant information, efficient communication mode and low operating cost. This article takes the online travel service enterprise as an example, according to the train of thought from the theory to the practice, under the support of the related marketing theory and the massive data, uses the theory research and the practice analysis to combine the way. By analyzing the Weibo marketing status quo of typical enterprises, this paper summarizes the practical enterprise Weibo marketing model. This paper first from the marketing of 4C marketing theory, viral marketing theory, relationship marketing theory, wet marketing theory. The AISAS model in the field of consumer behavior and the 5W communication mode and the theory of use and satisfaction in the field of communication are based on the full consideration of the characteristics of new media such as Weibo's full-time, pertinence and interactivity. The general process of enterprise Weibo marketing is constructed, which regards Weibo marketing behavior as a response to consumer behavior. With the consumer behavior and the enterprise behavior two main lines organic interaction way presents each link of Weibo marketing process, in which consumer demand is the starting point of the whole process. Consumer satisfaction and information sharing is the end of the whole process, and satisfying consumer demand and node intervention is the key link of enterprise Weibo marketing. Then, this paper combines Weibo text fragmentation, high noise characteristics. By establishing a topic clustering model based on LDA algorithm to process Weibo text, Weibo content is divided into award interaction, special offer activities, travel recommendation, travel strategy, interactive sharing. Soul chicken soup and life proverbs, product promotion, news broadcast, interactive feedback and love public welfare. Finally, under the guidance of theoretical research results, this paper uses the data from Weibo content. Release time and team marketing three levels of online travel service enterprises to study the status of Weibo marketing, and the amount of forwarding as the main indicator of information diffusion to measure the marketing effectiveness of different behaviors. Finally, on the basis of the relevant conclusions, this paper puts forward some enterprise Weibo marketing strategies, such as content construction strategy, time assistant strategy and team marketing optimization strategy.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F592.6;G206-F

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