企业微博传播效果影响因素研究

发布时间：2018-12-19 10:19

【摘要】：微博自诞生之后,因其发展速度之快、影响范围之广等而引起了学者们的广泛关注。大量的研究竞相涌现,目前的研究主要集中在微博营销这方面,微博营销被业界称为是“零成本”,能提高企业的经济效益和社会效益。对于企业来说,理解微博传播特点和影响微博传播效果的因素,可以更好地使用微博,从而为企业带来实际的经济效益并提高品牌影响力。所以,研究微博传播效果的影响因素,有助于企业建立完善的微博营销理论体系,从而推动微博营销的快速健康发展。本文研究内容如下：第一章阐述了论文研究的背景和意义、研究方法和技术路线、研究内容和创新点,并在文献综述部分总结了国内外微博的研究现状。第二章从企业微博、企业微博传播模式、企业微博传播要素进行概念描述。第三章采用专家访谈法和文献分析法构建企业微博传播效果模型并提出相关假设。第四章根据收集的调查问卷进行数据统计与分析并构建结构方程,验证了影响企业微博传播效果的主要因素有回复率、转发率和活动参与度。第五章根据研究的结果,从微博营销和经营管理的角度提出了相应的建议,从微博营销的角度建议企业应该：注重企业“微回复”,打造“质”、“量”兼备的优秀传播平台；促进用户“微转发”,使品牌在裂变传播中迅速增值；举办时效“微活动”,让用户享受“微营销”带来的乐趣。从微博管理的角度,建议从用户、品牌这两个方向对企业微博进行管理。本文研究创新点主要在：(1)通过专家访谈和文献分析法,将企业微博传播过程分为：“信息定位——信息关注——信息互动”,“信息定位”是以分析市场为研究目的、“信息关注”是以企业曝光受到关注为研究目的、“信息互动”是以企业与用户互动交流为研究目的。从定性分析角度,提取微博传播过程中的影响因素并构建企业微博传播效果的模型。(2)通过问卷调查和构建结构方程,首先从用户的角度去调查企业微博传播效果的影响因素,再根据得到的数据验证相关假设并修正模型,得到企业微博传播效果测量模型。从定量分析的角度得到更为合理的模型,对企业实行战略化微博营销和管理提供理论支持。
[Abstract]:Since Weibo was born, scholars have paid close attention to Weibo because of its rapid development and wide range of influence. A large number of studies have emerged in competition. At present, the research is mainly focused on Weibo marketing, which is called "zero cost" by the industry, which can improve the economic and social benefits of enterprises. For enterprises, understanding the transmission characteristics of Weibo and the factors that affect the transmission effect of Weibo can make better use of Weibo, thus bring actual economic benefits and improve brand influence for enterprises. Therefore, to study the influencing factors of Weibo's communication effect is helpful for enterprises to establish a perfect theoretical system of Weibo's marketing, so as to promote the rapid and healthy development of Weibo's marketing. The main contents of this paper are as follows: the first chapter describes the background and significance of the research, research methods and technical routes, research content and innovation, and summarizes the domestic and foreign Weibo's research status in the literature review part. The second chapter describes the concept of Weibo, Weibo communication mode and Weibo communication elements. The third chapter uses expert interview method and literature analysis method to construct the transmission effect model of enterprise Weibo and put forward related hypotheses. The fourth chapter makes statistics and analysis according to the questionnaire collected and constructs the structural equation. It verifies that the main factors affecting the transmission effect of Weibo are the response rate, forwarding rate and activity participation. According to the results of the research, the fifth chapter puts forward the corresponding suggestions from the perspective of Weibo marketing and management, and from the perspective of Weibo marketing, suggests that enterprises should: pay attention to the enterprise "micro-recovery", create "quality", "quantity" of the excellent communication platform; Promote the user "microforwarding", make the brand in fission spread quickly add value; organize time "microevent", let the user enjoy the fun of "micromarketing". From Weibo management angle, suggests from the user, the brand these two directions carries on the management to the enterprise Weibo. This paper mainly studies the innovation points in: (1) through the expert interview and the literature analysis method, divides the enterprise Weibo dissemination process into: "information localization-information concern-information interaction", "information localization" is to analyze the market for the research purpose, "Information concern" is the purpose of enterprise exposure, and "information interaction" is the purpose of enterprise and user interaction. From the perspective of qualitative analysis, this paper extracts the influencing factors in Weibo's communication process and constructs a model of the transmission effect of the enterprise Weibo. (2) through questionnaire survey and construction of structural equation, Firstly, the factors influencing the transmission effect of Weibo are investigated from the user's point of view, and then the relevant hypotheses are verified and the model is modified according to the obtained data. A more reasonable model is obtained from the angle of quantitative analysis, which provides theoretical support for the strategic marketing and management of Weibo.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206

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