网络传播环境下的品牌忠诚度研究

发布时间：2018-01-09 22:32

本文关键词：网络传播环境下的品牌忠诚度研究　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网与计算机用户的不断增加,人们接触信息的渠道方式变得更加丰富、便捷。在数字媒体技术的驱动下,品牌传播的媒介形态变得十分丰富,消费者行为发生了很大的变化。这种变化不仅包含了人们信息接触方式的多样化,消费者购买需求的差异化、个性化,还反映出消费者对品牌偏好态度的不确定性。这些变化都使得消费者对品牌的选择与喜爱不如传统营销传播环境中那么明显、稳定,从而影响消费者对品牌高度、长期忠诚度的形成。在基于数字网络技术的信息社会中,信息对整个人类社会的影响与意义正在不断地提升至一个前所未有的阶段。从消费者行为理论视角出发,消费者在经历了品牌信息搜索、积累与比较的过程后,才能做出最后的购买选择。在网络传播环境下,消费者对品牌的认知不再局限于自身对品牌的固有印象,而是其头脑中的品牌知识储备与网络媒体上可搜索到的品牌信息的集合。品牌信息传播和消费者沟通行为的变化,促使消费者对品牌的忠诚也发生了改变。在新的传播环境下,企业若想打造一个强势品牌,维持或提升原有的品牌竞争力,就无法忽略品牌信息传播策略以及品牌与消费者的信息沟通方式在品牌与消费者建立忠诚关系中的决定性作用。本文从传播视角出发,首先是对数字网络技术驱动下的品牌传播环境变化进行梳理分析,对比传统传播环境与网络传播环境中的媒介形态、信息形式和传播模式等方面的改变,归纳得出网络品牌传播的新特点,并指出当下品牌传播所存在的主问题：传播过程中充斥大量信息噪音、产品信息同质化、企业过分寄期望于社会化营销、消费者品牌偏好不明显。其次,品牌传播环境的变化使得消费者在传播过程中的地位有了很大提高。本文将网络传播环境下的消费者行为,尤其是消费者信息沟通行为,与传统传播环境进行对比,指出企业与消费者在信息传播过程中的传受关系的变化,归纳出数字网络技术对消费者行为所产生的影响,以及消费者在网络传播环境下沟通方式的新特点。在前文对传播环境与消费者行为变化的分析基础上,本文又分别从认知、行为和态度三个层面出发,分析网络传播环境下,消费者品牌忠诚的主要影响因素的内涵变化。同时,借鉴Leo Burnett对消费者的分类,将消费者按照其对品牌的忠诚程度高低分为“长期忠诚者”、“品牌更换者”、“优惠敏感者”以及“价格敏感者”,并指出品牌的核心消费者是“长期忠诚者”；企业在维持“长期忠诚者”与品牌关系稳定的同时,还需争取将“品牌更换者”转化为“长期忠诚者”。由此总结出企业若要达到上述目标所要解决的主要问题：品牌转化成本需要削减；网络口碑传播需得到重视；品牌偏好不稳定不明显,品牌情感关系需要加强。。通过前文对网络传播环境下的品牌忠诚影响因素以及消费者层次的分析,得出企业为了提升消费者品牌忠诚,在具体实践操作中可能会面临的难题。企业必须顺应网络传播环境与消费者行为变化趋势,不断调整品牌的传播战略与具体策略。本文选择了近年来利用网络媒体进行品牌传播,并取得了良好市场竞争地位的小米手机为例,其在积累品牌资产过程中,与消费者建立了高度活跃的连接关系,收获了较多的品牌忠诚者。通过对其品牌传播策略的具体分析,找出小米手机的核心消费者对其产生高度品牌忠诚的原因。最后,通过前文对品牌传播环境、消费者沟通行为以及品牌忠诚内在影响因素的综合分析,结合小米手机在网络传播环境下提升品牌忠诚的成功经验,借鉴KeIIer的品牌共鸣模型,从品牌识别、品牌内涵、品牌反应、品牌联系四个步骤,进一步提出在网络传播环境下,提升消费者对品牌忠诚的具体传播策略。
[Abstract]:With the continuous increase of Internet and computer users, people access to information channels become more abundant, convenient. In the drive of digital media technology, brand communication media has become very rich, has undergone great changes in consumer behavior. This change includes not only the diversification of people's contact information, the difference of demand for consumers to buy and personalized, also reflects the consumer attitudes towards brand preference uncertainty. These changes make the consumer choice and love of the brand as the traditional marketing communication environment so obvious, stable, thus affecting the consumer brand height, the formation of long-term loyalty. Based on the digital network technology in the information society, the information impact on the whole the significance of human society and is constantly upgrading to a hitherto unknown stage. From the perspective of the theory of consumer behavior, consumer Fee after the brand information search process, accumulation and comparison, in order to make the final purchase choice. In the network communication environment, consumer awareness of the brand is no longer confined to the inherent impression of the brand, but the brand information collection in the minds of brand knowledge and network media can be searched change of brand information communication and consumer communication behavior, encourage consumers to the brand loyalty is also changed. In the new media environment, for enterprises to create a strong brand, maintain or enhance the original brand competitiveness, we can not ignore the brand communication strategy and brand and consumer information communication mode to establish a decisive role loyalty in the brand and the consumer. From the communication perspective, the first is the brand communication environment change on digital network technology driven comb Analysis and comparison of traditional communication environment and network communication environment in the form of media, information form and mode of transmission change, and concludes new characteristics of brand communication network, and points out the main problems existing in the brand communication: communication process with a large number of noise information, product information homogenization, enterprise too expect to send social marketing, consumer brand preference is not obvious. Secondly, change the brand communication environment allows consumers in the process of transmission status has been greatly improved. The consumer behavior under the environment of network communication, especially the behavior of consumer information communication, compared with the traditional communication environment, pointed out that the changes of enterprises and consumers in the information dissemination process by the mass, summed up the impact of digital network technology produced on consumer behavior, and consumers in the network communication environment, communication mode The new features. Based on the analysis of previous changes to the communication environment and consumer behavior, this paper respectively from the three aspects of cognition, behavior and attitude analysis under the environment of network communication, the main influence factors of consumer brand loyalty connotation changes. At the same time, according to Leo Burnett classification of consumers, consumers will be in accordance with its brand loyalty degree is divided into "long-term" brand loyalty ", change", "preference sensitive" and "price sensitive", and pointed out that the core brand is "long-term loyalty"; enterprises in maintaining long-term loyalty and brand relationship stability at the same time, also need to "brand replacement" into "long-term loyalty". It summed up the main problems in order to achieve the goal to solve the enterprise: brand transformation costs need to be cut; network need word of mouth spread To pay attention to brand preference; instability is not obvious, the need to strengthen the brand relationship. Through the above on the network communication environment, the brand loyalty influencing factors and analysis of the consumer level, the enterprises in order to enhance consumer brand loyalty, problem in practice may face. Enterprises must adapt to the trend of changes in consumer behavior and network communication environment communication strategy and specific strategies, constantly adjust the brand. This paper chooses in recent years the use of network media in brand communication, and achieved good market competitive position of the millet mobile phone as an example, the accumulation of brand equity in the process of establishing a connection between consumers and highly active, harvest more brand loyalty through the concrete. Analysis on the brand communication strategy, core consumer finds millet mobile phone causes high brand loyalty to it. Finally, through After the preamble to the brand communication environment, a comprehensive analysis of factors of consumer behavior and brand loyalty effect of internal communication, combined with the successful experience of millet mobile phone to enhance brand loyalty under the network environment, the brand resonance model of KeIIer, from the brand recognition, brand connotation, brand, brand with four steps, further spread in the network environment next, enhance the specific communication strategies on consumer brand loyalty.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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