移动社交网络营销效果的影响因素实证研究

发布时间：2018-03-14 12:22

本文选题：移动社交网络　切入点：企业营销效果　出处：《中国管理科学》2017年05期 　论文类型：期刊论文

【摘要】：随着通信技术发展,移动社交网络等前沿新媒体成为企业新型的营销工具。移动社交营销的效果是有目共睹的,但是移动社交网络营销效果的影响因素及作用路径还有待深入的研究。本文经过文献的梳理,从领导战略、品牌管理、客户关系、资源和能力四个维度提出了企业移动社交网络应用的17个影响因素,并基于对青岛市103家企业的调研,运用因子分析和多元逐步回归联合分析方法进行实证研究,分析移动社交网络促进企业营销效果的影响因素。结果表明,品牌管理因素对营销效果的影响最大,应用模式、客户关系、领导者因素对移动社交网络营销效果都有显著的正相关关系,资源投入和技术投入因素也起着重要作用。研究结论较为全面的反映了移动社交网络环境下企业营销的影响因素和作用机制,对于企业实施移动社交网络营销具有较大的参考价值。
[Abstract]:With the development of communication technology, new media such as mobile social network have become a new marketing tool for enterprises. The effect of mobile social marketing is obvious to all. However, the influencing factors and the action path of mobile social network marketing effect still need to be deeply studied. This paper, after combing the literature, from the leadership strategy, brand management, customer relations, Based on the investigation of 103 enterprises in Qingdao, this paper uses factor analysis and multivariate stepwise regression analysis to study the 17 factors that affect the application of mobile social network. The results show that brand management factors have the greatest influence on marketing effect, application mode, customer relationship, etc. There is a significant positive correlation between the leader factors and the marketing effect of mobile social network. Resource input and technology investment also play an important role. The conclusion of the research reflects the influencing factors and mechanism of enterprise marketing in the mobile social network environment. For enterprises to implement mobile social network marketing has greater reference value.
【作者单位】：中国石油大学(华东)经济管理学院;
【基金】：青岛市社会科学规划研究项目(QDSKL150426) 山东省社会科学规划研究项目(14CGLJ40) 中央高校基本科研业务费专项资金项目(17CX04017B) 山东省高校人文社科规划项目(J13WG66)
【分类号】：F274;F623

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