女性视角下的网络在线口碑研究

发布时间：2018-08-30 07:43

【摘要】：伴随着我国网络营销的不断创新以及电子商务行业的飞速发展，女性消费者更是成为了诸多电商抢占的一个重要消费群体，因为“美丽经济”的主力军便是女性消费者。作为我国电子商务的消费主体，女性消费者更是给网络营销活动带来了巨大的发展潜力，女性消费者更愿意在消费行为的过程中针对产品的口碑进行传播和分享，进而推动了网络社区的商业化发展，同时也为网络在线口碑的传播营造了良好的条件。不过，由于网络在线口碑是依据口碑传播的传统概念进行衍生的一个全新概念，打破了传统口碑传播的内涵，所以应当在全新的媒体环境下，针对网络在线口碑传播进行全新的定义。在全新的网络营销背景下，通过网络社区和网络论坛开展的口碑传播具有双刃剑的效果。女性视角下的网络在线口碑传播具有复杂多变的特点，同时女性网络社区也是一个相当复杂和多元主体的口碑传播圈，包含了口碑传播者、行业组织以及网络社区的运营者等等，在网络口碑的传播过程中出现了诸多的问题，本文针对于闺蜜网口碑传播进行案例分析，研究该网络社区针对于女性消费者的网络口碑传播的具体流程和目标，，并依据实际的营销情况和女性消费者的特点，制定出在女性视角下网络口碑营销的具体策略，例如利用赠品等多种奖励方式来推动女性消费者主动地进行口碑传播、优化网络社区和相应的平台，细化口碑传播的评论并且重视网络中意见领袖对于女性消费者的影响等等，希望能够推动整个网络口碑传播的健康发展。
[Abstract]:With the continuous innovation of network marketing in China and the rapid development of e-commerce industry, female consumers have become an important consumer group occupied by many e-commerce companies, because the main force of "beautiful economy" is female consumers. As the main consumer of electronic commerce in our country, female consumers have brought enormous development potential to the online marketing activities. Women consumers are more willing to spread and share the word of mouth of products in the process of consumption behavior. Then it promotes the commercial development of online community, and also creates good conditions for the spread of online word of mouth. However, because online word-of-mouth is a new concept derived from the traditional concept of word-of-mouth communication, it breaks the connotation of traditional word-of-mouth communication, so it should be in a new media environment. Online word of mouth for the network dissemination of a new definition. Under the new network marketing background, the word of mouth spread through the network community and the network forum has the double-edged sword effect. The online word-of-mouth communication from the female perspective has complex and changeable characteristics, and the female online community is also a complex and multi-subject word-of-mouth communication circle, which includes word-of-mouth communicators. Industry organizations and network community operators and so on, in the network word of mouth spread in the process of many problems, this article aimed at the best friend network word of mouth communication case analysis, According to the actual marketing situation and the characteristics of female consumers, the specific strategies of online word-of-mouth marketing are worked out in the view of women. For example, the use of gifts and other incentives to promote female consumers to actively spread word of mouth, optimize online communities and corresponding platforms, refine word-of-mouth comments and attach importance to the influence of opinion leaders on women consumers in the network, and so on. Hope to promote the healthy development of the whole network word of mouth spread.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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