基于AISAS模式的微信公众号影响力研究
发布时间：2018-07-25 17:54
【摘要】：微信5.0版本后把微信公众平台(WeChat public platform)细分为服务号(server accounts)和订阅号(Subscription),统称公众号(Official Accounts)。服务号只针对企业、社团、组织开放申请权限可以自定义回复栏目,且每月可群发一次图文消息；订阅号还能对个人开放申请权限,每日可以群发一次图文消息。本文根据AISAS模型来研究公众号的影响力效果,AISAS模型是日本电通公司在AIDMA模型上提出的,它由5个关键因素：引起注意、激发兴趣、主动搜素、产生行动、分享信息组成。作者把引起注意、激发兴趣和主动搜索的前半部分归为粉丝凝聚阶段,把主动搜索、产生行动、分享信息归为粉丝经营阶段,这样能够直观反应消费者行为。根据AISAS模型可知,企业在营销过程中的影响力是先衰减再放大,然后循环至衰减结束。取其中一段企业微信公众号的营销过程来研究影响力效果,得出公众号中的图文阅读次数、图文阅读人数、图文分享转发数是有相关性的,可利用一阶回归数学模型和SPSS软件计算得出相关系数,从而建立公众号的影响力效果数学模型。可知,图文阅读人数对营销影响力效果为0.493,而图文转发次数对对营销影响力效果能够达到9.078。作者据此给企业相关建议：第一要注重公众号粉丝的积累；第二要甄别公众号粉丝中的僵尸粉；第三要把公众号的运行融入到品牌建设的战略体系。
[Abstract]:WeChat version 5.0 subdivides WeChat Public platform (WeChat public platform) into Service number (server accounts) and Subscription account (Subscription), collectively known as Public number (Official Accounts). Service number is only for enterprises, organizations, organizations open application authority can be customized reply column, and can be sent once a month, Subscription account can also apply for permission to individuals, can be sent once a day. This paper studies the influence effect of public number according to AISAS model. It is proposed by Japan Dentsu Company on the AIDMA model. It consists of five key factors: attracting attention, arousing interest, actively searching elements, generating actions and sharing information. The author classifies the first half of attention arousing interest and active search as fan agglomeration stage active search generating action and sharing information as fan management stage which can reflect consumer behavior intuitively. According to AISAS model, the influence of enterprise in marketing process is first attenuated and then amplified, then circulates to the end of attenuation. Taking one of the marketing process of enterprise WeChat public number to study the effect of influence, it is concluded that the number of times of reading, the number of people reading, the number of sharing and forwarding are relevant. The first order regression mathematical model and SPSS software can be used to calculate the correlation coefficient, and the influence effect mathematical model of public number can be established. It can be seen that the effect of the number of readers on marketing influence is 0.493, while the number of times of text forwarding can reach 9.078. Based on this, the author gives relevant suggestions to enterprises: first, to pay attention to the accumulation of fans of the public number; second, to identify the zombie powder among the fans of the public number; third, to integrate the operation of the public number into the strategic system of brand building.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2144585
[Abstract]:WeChat version 5.0 subdivides WeChat Public platform (WeChat public platform) into Service number (server accounts) and Subscription account (Subscription), collectively known as Public number (Official Accounts). Service number is only for enterprises, organizations, organizations open application authority can be customized reply column, and can be sent once a month, Subscription account can also apply for permission to individuals, can be sent once a day. This paper studies the influence effect of public number according to AISAS model. It is proposed by Japan Dentsu Company on the AIDMA model. It consists of five key factors: attracting attention, arousing interest, actively searching elements, generating actions and sharing information. The author classifies the first half of attention arousing interest and active search as fan agglomeration stage active search generating action and sharing information as fan management stage which can reflect consumer behavior intuitively. According to AISAS model, the influence of enterprise in marketing process is first attenuated and then amplified, then circulates to the end of attenuation. Taking one of the marketing process of enterprise WeChat public number to study the effect of influence, it is concluded that the number of times of reading, the number of people reading, the number of sharing and forwarding are relevant. The first order regression mathematical model and SPSS software can be used to calculate the correlation coefficient, and the influence effect mathematical model of public number can be established. It can be seen that the effect of the number of readers on marketing influence is 0.493, while the number of times of text forwarding can reach 9.078. Based on this, the author gives relevant suggestions to enterprises: first, to pay attention to the accumulation of fans of the public number; second, to identify the zombie powder among the fans of the public number; third, to integrate the operation of the public number into the strategic system of brand building.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
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