社交媒体的社会性对关系质量影响研究
发布时间：2018-10-10 10:19
【摘要】：社交媒体等新兴网络载体与汽车行业的结合,使其价值日益凸显。汽车企业利用社交媒体开展线上的营销活动,建立消费者与车企之间的沟通平台,开展关系市场营销。对社交媒体如何维系和加强企业与消费者的关系进行研究是一项非常重要的内容,本论文基于对关系质量的研究,并对社交媒体的社会性进行探索,研究了社交媒体的社会性与关系质量之间的关系,为更好的开展营销工作提供重要的支持和依据。 第一章主要论述了本研究的背景及意义,提出了在互联网时代,开展关系营销的意义。并就研究目的及内容进行了阐述。之后简要论述了本研究的方法及框架。 第二章主要对本研究的理论基石做全面的阐述。对关系营销理论、关系质量及社交媒体等相关理论基础进行研究。通过对比分析,获得了关系质量的基本维度。并归纳总结社交媒体的社会性维度,为下一步工作的开展奠定基础。 第三章首先通过预调查、探索性因子分析获得社交媒体社会性的基本维度。以此提出社交媒体媒体社会性对关系质量影响的相关假设。并通过正式调查,借助LISREL8.70和SPSS16.0对其进行验证性因子分析,验证了社交媒体的社会性对关系质量的正向影响假设。并且构建社交媒体的社会性对消费者与企业间关系质量影响因素模型。 第四章根据之前的研究结论,结合现有社交媒体平台,针对汽车行业开展的营销活动,提出了一些有价值的营销管理建议,拓宽了汽车企业开展汽车营销的思路。 第五章则是对本研究的总结及展望。 本研究通过文献对比分析了关系质量的基本维度,即由满意、承诺、信任三个维度构成。基于SPSS16.0进行探索性因子分析。研究了社交媒体最重要的属性——社会性。得到了社会性的四个主要维度：社交媒体的交互性、社交媒体的分享性、社交媒体的开放性以及社交媒体的需求性。并且构建社交媒体的社会性对消费者与企业间关系质量影响因素模型。帮助企业科学有效地使用社交媒体开展营销活动,并对我国汽车营销的发展提供一些理论和实践的依据。
[Abstract]:The combination of emerging network carriers such as social media and the auto industry has made its value increasingly prominent. Automobile companies use social media to carry out online marketing activities, establish a communication platform between consumers and auto companies, and carry out relationship marketing. It is very important to study how social media maintain and strengthen the relationship between enterprises and consumers. This thesis is based on the research of relationship quality and the sociality of social media. The relationship between sociality and relationship quality of social media is studied in order to provide important support and basis for better marketing. The first chapter mainly discusses the background and significance of this study, and puts forward the significance of developing relationship marketing in the Internet era. The purpose and content of the research are expounded. Then it briefly discusses the method and framework of this study. The second chapter describes the theoretical foundation of this study. The theory of relationship marketing, relationship quality and social media are studied. Through comparative analysis, the basic dimension of relationship quality is obtained. And sum up the social dimension of social media, lay the foundation for the next work. In the third chapter, the basic dimensions of social media sociality are obtained by preliminary investigation and exploratory factor analysis. The hypothesis that social media sociality influences relationship quality is put forward. Through formal investigation and confirmatory factor analysis of LISREL8.70 and SPSS16.0, the hypothesis of positive influence of social media on relationship quality is verified. And build social media social impact on the relationship between consumers and business quality factors model. The fourth chapter according to the previous research conclusion, combined with the existing social media platform, for the automobile industry to carry out the marketing activities, put forward some valuable marketing management suggestions, broaden the automobile enterprises to carry out the train of thought of automobile marketing. The fifth chapter is the summary and prospect of this study. This study analyzes the basic dimensions of relationship quality through literature comparison, which consists of three dimensions: satisfaction, commitment and trust. Exploratory factor analysis based on SPSS16.0. This paper studies the most important attribute of social media-sociality. Four main dimensions of sociality are obtained: interaction of social media, sharing of social media, openness of social media and demand of social media. And build social media social impact on the relationship between consumers and business quality factors model. To help enterprises to use social media effectively to carry out marketing activities, and to provide some theoretical and practical basis for the development of automobile marketing in China.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
本文编号：2261409
[Abstract]:The combination of emerging network carriers such as social media and the auto industry has made its value increasingly prominent. Automobile companies use social media to carry out online marketing activities, establish a communication platform between consumers and auto companies, and carry out relationship marketing. It is very important to study how social media maintain and strengthen the relationship between enterprises and consumers. This thesis is based on the research of relationship quality and the sociality of social media. The relationship between sociality and relationship quality of social media is studied in order to provide important support and basis for better marketing. The first chapter mainly discusses the background and significance of this study, and puts forward the significance of developing relationship marketing in the Internet era. The purpose and content of the research are expounded. Then it briefly discusses the method and framework of this study. The second chapter describes the theoretical foundation of this study. The theory of relationship marketing, relationship quality and social media are studied. Through comparative analysis, the basic dimension of relationship quality is obtained. And sum up the social dimension of social media, lay the foundation for the next work. In the third chapter, the basic dimensions of social media sociality are obtained by preliminary investigation and exploratory factor analysis. The hypothesis that social media sociality influences relationship quality is put forward. Through formal investigation and confirmatory factor analysis of LISREL8.70 and SPSS16.0, the hypothesis of positive influence of social media on relationship quality is verified. And build social media social impact on the relationship between consumers and business quality factors model. The fourth chapter according to the previous research conclusion, combined with the existing social media platform, for the automobile industry to carry out the marketing activities, put forward some valuable marketing management suggestions, broaden the automobile enterprises to carry out the train of thought of automobile marketing. The fifth chapter is the summary and prospect of this study. This study analyzes the basic dimensions of relationship quality through literature comparison, which consists of three dimensions: satisfaction, commitment and trust. Exploratory factor analysis based on SPSS16.0. This paper studies the most important attribute of social media-sociality. Four main dimensions of sociality are obtained: interaction of social media, sharing of social media, openness of social media and demand of social media. And build social media social impact on the relationship between consumers and business quality factors model. To help enterprises to use social media effectively to carry out marketing activities, and to provide some theoretical and practical basis for the development of automobile marketing in China.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
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