基于微信的企业品牌建设与认知研究

发布时间：2018-08-12 11:50

【摘要】：当今移动互联网的高速发展使得用户的网络消费大规模向移动端转移。微信,作为移动互联网领域的新型社会化媒体,用户群体庞大,用户间的互动性极强,而且用户对于微信平台上传递的信息的接受度极高,对企业而言具有信息推送精准、运营成本低等方面的优势,因此成为当前企业提高自身品牌竞争力的重要渠道。总结国内企业品牌已经开展的部分基于微信的品牌建设活动,不难发现明明具有强大品牌企业建设优势的微信,仅在企业品牌建设过程中被作为信息的传播工具而已。然而,品牌传播与品牌建设之间并不是等号,正式因为如今部分企业对基于社会化媒体的品牌建设涵义的错误认识,企业品牌在应用微信进行品牌建设的过程中忽视了微信其独特的媒体特性所能带来的真正的应用价值。本研究首先对微信及品牌建设国内外相关文献和研究进行整理归纳分析,进一步明确当前企业在微信品牌开展品牌建设的局限。在文献研究的基础上,试图通过问卷调查的方式从微信的用户角度,了解其在企业品牌进行品牌建设过程中的对品牌产生的认知效果。由于微信的特殊媒体特性,已有的相关品牌建设测量量表并不能完全适用于本课题的研究情况,所以,需要通过深度访谈的形式结合企业品牌建设的四个阶段内容,分析得出基于微信的企业品牌建设维度的相关测量指标并提炼出主要影响因子,即为品牌识别、信息传播、意见领袖、互动友好,结合已有研究中提出的品牌认知的品牌知觉、品牌态度和品牌联想三个维度,定义研究变量。根据定义的变量构建出基于微信的企业品牌建设对消费者品牌认识的影响概念模型并进一步提出各变量间影响关系的假设。然后,分别就企业品牌建设和品牌认知的相关内容确定问卷的测量题项,形成问卷,并通过线上传播的方式完成问卷调查。对回收到的问卷数据进行分析,根据分析得出的结果对变量进行调整,修正概念模型并根据重新定义的变量调整之前的研究假设。通过对变量进行线性回归分析,最终得出当前环境下企业品牌基于微信的企业品牌建设对消费者品牌认知的影响的模型。结合此前的文献分析结果,针对当前企业在品牌建设中对微信平台的应用障碍提出相应解决对策,帮助企业品牌更有效应用微信的媒介特性与功能进行品牌建设与传播。
[Abstract]:With the rapid development of mobile Internet, the network consumption of users is shifting to mobile terminal on a large scale. WeChat, as a new type of social media in the field of mobile Internet, has a huge user group, strong interaction among users, and users have a very high acceptance of the information transmitted on the WeChat platform. The advantages of low operating cost have become an important channel for enterprises to improve their brand competitiveness. It is not difficult to find that WeChat, which has the advantage of building strong brand enterprises, is only used as a dissemination tool of information in the process of brand building. However, the relationship between brand communication and brand building is not equal. It is official that some enterprises have a wrong understanding of the meaning of brand building based on social media. In the process of applying WeChat to brand building, the enterprise brand neglects the real application value brought by WeChat's unique media characteristics. At first, this study summarizes and analyzes the relevant literature and research on WeChat and brand construction at home and abroad, and further clarifies the limitation of brand construction in WeChat. On the basis of literature research, this paper attempts to understand the cognitive effect of WeChat from the perspective of WeChat users in the process of brand building. Because of the special media characteristics of WeChat, the existing measurement scale of brand construction can not be fully applied to the research of this topic. Therefore, it is necessary to combine the four stages of enterprise brand building through in-depth interviews. Based on the analysis of WeChat enterprise brand building dimension of the relevant measurement indicators and extract the main factors, that is, brand identification, information dissemination, opinion leaders, interactive friendly, combined with the brand awareness proposed in the previous research. Brand attitude and brand association three dimensions, define research variables. Based on the defined variables, this paper constructs a conceptual model of the influence of brand building on consumer brand awareness based on WeChat, and further puts forward the hypothesis of the influence relationship between the variables. Then, the measurement items of the questionnaire are determined on the related contents of brand building and brand cognition, and the questionnaire is completed through online dissemination. This paper analyzes the data collected from the questionnaire, adjusts the variables according to the results of the analysis, modifies the conceptual model and adjusts the previous research hypotheses according to the redefined variables. Through the linear regression analysis of the variables, the model of the influence of the enterprise brand construction on the consumers' brand cognition under the current environment is finally obtained, which is based on WeChat. According to the results of previous literature analysis, this paper puts forward corresponding solutions to the obstacles to the application of WeChat platform in the current brand construction of enterprises, so as to help the brand to use the media characteristics and functions of WeChat more effectively to build and spread the brand.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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