电商企业微博营销对消费者品牌认知影响研究

发布时间：2018-03-18 19:11

本文选题：电商企业　切入点：微博营销　出处：《西安电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：自2006年Twitter创立以来,微博作为一个新兴的社会化媒体平台逐渐进入了大众的视野。截止到2013年二季度末,中国微博注册用户数量达到了3.31亿,占到了全部网民数量的56.12%,较上年底增长了1.3个百分点。微博的蓬勃发展使互联网信息传播模式迈入了一个崭新的平台。随着微博的深入发展及壮大,它的草根性、便捷性、互动性与及时性不仅改变了人们对信息的接收行为和传递方式,同时也吸引了全球社会各界的关注,进而使互联网信息传播模式迈上了一个崭新的平台。在这个时候,越来越多的企业及其营销人员也注意到微博这一新媒体的诞生,其影响力日渐上升,经济价值逐步凸显。在当今网络经济飞速发展的背景之下,微博营销已然成为了现代企业网络营销的一种重要方式与手段。电商企业因其具有的网络化特征,即利用网络平台直接与消费者进行互动,因此,在电商企业中实施微博营销活动对企业运营非常效果重要。本文在搜集与整理国内外相关文献的基础上,结合国内微博的发展趋势,运用消费者品牌认知及微博营销的相关理论,采取了定量和定性分析相结合的方法,将西安市在校大学生作为此次研究的调查对象进行问卷调查,对回收到的702个有效样本运用SPSS19.0以及AMOS17.0软件进行了描述性统计分析、信度与效度分析、因子分析与验证性因子分析、相关分析和回归分析,以探求电商企业微博营销与消费者品牌认知之间的影响关系。本文通过探求两者之间的关系,找出影响消费者品牌认知的因素,为电商企业更好地进行微博营销提供建议与策略。本文主要包括三大部分,第一部分主要是绪论和相关概念及理论;第二部分为通过构建模型、提出假设、问卷调查、数据处理等一系列实证分析,探求哪些因子通过电商企业微博营销对消费者品牌认知产生影响;第三部分为电商企业如何进行微博营销提出相对应的对策与研究结论与展望。结果表明影响电商企业微博营销的因子有:信息质量、互动性、信任度、知名度及社会责任感。根据最终的研究结果,为电商企业如何进行微博营销提出了五条建议对策,即要提高消费者品牌认知度,需从提高微博信息质量、增强电商企业微营销互动性、采取有效营销方式提高消费者信任度、提升电商企业自身品牌知名度及加强电商企业社会责任感这几个角度入手。
[Abstract]:Since 2006, Twitter founded micro-blog, as a new social media platform has gradually entered the public. By the end of the two quarter of 2013, the number of China micro-blog registered users reached 331 million, accounted for 56.12% of the total number of Internet users, an increase of 1.3 percentage points compared with the end. The vigorous development of micro-blog's Internet information communication mode has entered a new platform. With micro-blog's strong and in-depth development, grassroots, its convenience, interactivity and timeliness has not only changed the behavior of people on the receiving and transferring of information, but also attracted worldwide attention from all walks of life, so that the Internet information dissemination mode to a new platform. At this time, more and more enterprises and marketing staff also noted that the birth of this new media micro-blog, its influence is rising, economic value gradually prominent. Under the background of rapid development of today's network economy, micro-blog marketing has become an important way of modern enterprise network marketing and business enterprise network. Because of its characteristics, namely the use of network platform to directly interact with consumers, therefore, in the business enterprise in the implementation of micro-blog marketing effect on the enterprise operation activities are very important. Based on the collection and arrangement of related literature at home and abroad, combined with the development trend of domestic micro-blog, using the related theories of consumer brand awareness and marketing micro-blog, take a combination of quantitative and qualitative analysis methods, the Xi'an city college students as the research object of this study conducted a questionnaire survey on the recovery to 702 the effective sample using SPSS19.0 and AMOS17.0 software for descriptive statistics, reliability and validity analysis, factor analysis and confirmatory factor analysis, phase Correlation analysis and regression analysis to explore the influence between the business enterprise, micro-blog marketing and consumer brand awareness of the relationship. In this paper, through the relationship between the two search, to find out the influencing factors of consumer brand cognition, for commercial enterprises to better micro-blog marketing advice and strategies. This paper mainly includes three parts, the first part is the introduction and related the concept and theory; the second part is through the construction of models, assumptions, questionnaire survey, data processing and so on a series of empirical analysis, to explore which factors through the micro-blog business enterprise marketing on consumer brand cognition influence; the third part is the conclusion and Prospect put forward corresponding countermeasures and research how to carry out the micro-blog marketing business enterprise. The results show that the factor influence of business enterprise micro-blog marketing: the quality of information, interaction, trust, reputation and social responsibility according to the final. The results of the study, puts forward five countermeasures and suggestions for how to carry out the micro-blog marketing business enterprise, to enhance consumer brand awareness, improve the quality of information from micro-blog, strengthen business enterprise micro interactive marketing, adopt effective marketing methods to improve consumer confidence, enhance the enterprise's own electricity supplier brand awareness and strengthen the business enterprise social responsibility several angles.

【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F724.6

【相似文献】