电子商务企业微博的商业价值研究

发布时间：2018-03-22 05:30

本文选题：企业微博　切入点：商业价值　出处：《安徽大学》2014年硕士论文　论文类型：学位论文

【摘要】：互联网技术的发展,尤其是互联网社交媒体的发展,极大地改变了人们的沟通方式和信息传递模式。在现有的主要社交媒体(微博、社交网站、视频分享网站和开放式百科全书)中,微博已经成为目前发展最快的应用之一。人们可以通过开放的微博平台发布信息、获取资讯、进行互动交流和形成粉丝圈等；同时微博这种新兴社交媒体,因为具有规模巨大的用户基数、信息传播速度快、传播范围广和使用成本低的特点,成为媒体传播、舆情监控、品牌宣传的重要平台。当前,许多企业和机构都已开通了微博,并在微博上进行多种形式的推广和营销活动。以电子商务行业为例,绝大多数的电子商务企业都开设了官方微博。企业在微博上获得粉丝关注,聚集人气,通过恰当微博营销将注意力转化成购买力、将粉丝转化为消费者,从而实现营销收入；同时微博对企业获得良好的品牌推广、有效维护客户联系、积极收集有效信息、迅速进行危机处理等方面等能起到积极的作用。但是,微博给企业的商业价值究竟有什么样的影响?这一问题目前在学术界还没有确定的结果。因此,本论文以国内主流的电子商务企业微博为数据源,系统分析了企业微博商业价值并进行定量化研究。论文从企业角度和用户角度全面地分析了企业使用微博与用户参与微博的组织和个人行为,通过建立电商企业微博商业价值度量模型,从企业属性、用户行为、企业行为、微博内容等多个维度研究企业微博对于电子商务企业的商业价值的影响,从而为电子商务企业深刻理解用户参与企业微博行为,制定社会化媒体战略,提升企业竞争优势奠定基础。本论文的主要工作和贡献为： 1、提出了一个综合企业和用户视角的电子商务企业微博商业价值度量模型,从企业属性、用户行为、企业行为、微博内容等四个方面来度量企业微博的商业价值。从我们掌握的文献资料看,目前国内还很少有类似的工作。 2、以国内5家电子商务企业微博为数据源,基于问卷调查和数据分析的方法开展了实证工作,对不同电子商务企业微博的商业价值进行了定量对比分析。 3、基于数据的对比分析结果,给出了电子商务企业进一步开发利用企业微博、提升企业竞争优势的若干策略建议。随着我国微博发展的迅速,越来越多的企业已经意识到微博潜在的商业契机和价值。如何使微博发挥效用、提升企业商业价值,成为学术界和企业共同关注的焦点问题。本文的研究从企业微博的特点出发,结合了现有的效用评价模型对企业微博的商业价值进行了研究。论文结果对于相关企业利用微博开展商业运作,制定营销策略等具有一定的实用价值,对于进一步发挥微博数据的商业价值、促进微博数据相关的研究与应用也具有一定的参考意义。
[Abstract]:The development of Internet technology, especially the development of Internet social media, has greatly changed the way people communicate and the mode of information transmission. In video sharing websites and open encyclopedia, Weibo has become one of the fastest growing applications. People can publish information, obtain information, interact with each other and form fan circles through the open Weibo platform. At the same time, Weibo, a new social media, is an important platform for media communication, public opinion monitoring and brand propaganda because of its huge user base, fast information dissemination, wide range of dissemination and low cost of use. At present, many enterprises and institutions have opened Weibo and have carried out various forms of promotion and marketing activities on Weibo. Take the e-commerce industry as an example. Most of the e-commerce enterprises have set up official Weibo. The enterprises have gained the attention of fans, gathered the popularity, and transformed their attention into purchasing power and the fans into consumers through proper Weibo marketing, so as to realize the marketing income. At the same time, Weibo can play a positive role in enterprises to obtain good brand promotion, effectively maintain customer contact, actively collect effective information, quickly handle the crisis and so on. But what kind of influence does Weibo have to the business value of the enterprise? At present, there is no definite result of this problem in academic circles. Therefore, this paper takes Weibo, the mainstream e-commerce enterprise in China, as the data source. This paper systematically analyzes the business value of Weibo and carries out quantitative research. From the perspective of enterprise and user, the paper comprehensively analyzes the organization and individual behavior of the enterprise participating in Weibo from the perspective of enterprise and user. Through the establishment of Weibo commercial value measurement model of e-commerce enterprises, this paper studies the influence of the business value on e-commerce enterprises from the aspects of enterprise attribute, user behavior, enterprise behavior, Weibo content and so on. Thus, it lays the foundation for e-commerce enterprises to deeply understand the user's participation in Weibo's behavior, to formulate social media strategy, and to enhance the competitive advantage of enterprises. The main contributions of this thesis are as follows:. 1. Put forward a comprehensive enterprise and user perspective of e-commerce enterprise Weibo business value measurement model, from the enterprise attributes, user behavior, enterprise behavior, Weibo's content and other four aspects to measure the business value of the enterprise Weibo. From the literature we have, there are few similar work in China at present. 2. Taking Weibo of 5 domestic e-commerce enterprises as the data source, the empirical work is carried out based on questionnaire survey and data analysis, and the quantitative comparative analysis of the commercial value of Weibo in different e-commerce enterprises is carried out. 3. Based on the results of the comparative analysis of the data, some suggestions on how to further develop and utilize Weibo and enhance the competitive advantage of e-commerce enterprises are given. With the rapid development of Weibo in China, more and more enterprises have realized the potential commercial opportunity and value of Weibo. The research of this paper is based on the characteristics of Weibo. Combined with the existing utility evaluation model, the paper studies the business value of Weibo. The results of the paper have some practical value for the relevant enterprises to use Weibo to carry out business operations and formulate marketing strategies. It also has some reference significance for further exerting the commercial value of Weibo data and promoting the research and application of Weibo data.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F274

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