基于AISAS模型的微博营销对消费者影响效果研究

发布时间：2018-06-27 12:09

本文选题：微博 + 微博营销　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：随着移动互联网的普及以及社交网络的兴起,Web3.0时代已经悄然来临,促使企业营销环境发生了翻天覆地的变化、使得企业的产品和服务宣传渠道越来越复杂多样,且以强劲的势头不断趋于完善。微博是提供微型博客服务的社交平台,因为微博具有很强的互动功能,加上快捷的信息传播模式和多主体、跨平台的特点,企业借助于互联网进行营销的方式也逐渐从单向性广告向更加灵活、多变的形式转变。通过自媒体与社交媒体,企业能够以文字、视频等多种形式与广大网民用户形成更积极的互动,营销策略呈现多样化。不少企业也借此在用户群体中树立了良好的企业形象和品牌影响力。对于企业而言,微博是能够让企业的品牌、产品与服务,形成巨大影响并深刻触达用户的重要网络平台,如何利用好这一平台增加企业销售额,是企业值得深入探究的问题。现在使用微博的用户群体越来越多,企业进行微博营销的效果如何?如何衡量微博营销效果?因此本文通过微博营销对消费者的影响效果研究来反映微博营销的效果是很有必要的。本文在归纳总结国内外学者的研究成果的基础上,通过小规模的访问谈话和问卷调查的方式,以几个典型企业微博为研究对象,构建微博营销效果影响因素的理论模型,同时用AISAS测量模型对其营销效果进行有效测量。另外本文利用SPSS统计分析软件对从微博网站上获取的数据进行相关性和回归分析,以进行量化实证研究,同时讨论了相关模型参数的意义,并给进行微博营销的主体提出相关的经营建议和对策。本文的主要特点包括:通过小规模的访问谈话和问卷调查的方式,得出了微博营销效果影响因素的理论模型,通过定性研究,为微博营销的主体提供了新的宏观研究视角。利用数理统计分析的方法对典型微博营销案例进行研究,获得了微博营销短期效果的AISAS测量模型。研究结论表明:当所有微博粉丝都是真实粉丝的情况下,在一段时间内的微博营销活动过程中,企业知名度、微博转发数、发布微博数量与微博营销影响力效果正相关;在全部影响因素中,微博转发次数与微博营销影响力效果相关性最为显著,从而通过定量研究的方法,从微观角度为微博营销的主体提供另外其他一种的衡量微博短期营销效果的度量方案。
[Abstract]:With the popularization of mobile Internet and the rise of social network, the era of Web 3.0 has come quietly. The marketing environment of enterprises has changed dramatically, and the marketing channels of products and services of enterprises have become more and more complex and diverse. And with a strong momentum to continue to improve. Weibo is a social platform that provides microblogging services, because Weibo has a very strong interactive function, coupled with a fast mode of information dissemination and multi-agent, cross-platform characteristics. Enterprises with the help of the Internet marketing methods are gradually changing from unilateral advertising to a more flexible and changeable form. Through self-media and social media, enterprises can form a more active interaction with the majority of Internet users in the form of text, video and other forms, and the marketing strategies are diversified. Many enterprises also take advantage of this in the user group to establish a good corporate image and brand influence. For the enterprise, Weibo is an important network platform that can make the brand, product and service of the enterprise, form the huge influence and deeply touch the user. How to make good use of this platform to increase the enterprise's sales is the problem that the enterprise should explore deeply. Now there are more and more users who use Weibo. What is the effect of Weibo marketing in enterprises? How to measure the effect of Weibo marketing? Therefore, it is necessary to reflect the effect of Weibo marketing through the research of the effect of Weibo marketing on consumers. On the basis of summing up the research results of domestic and foreign scholars, this paper constructs the theoretical model of influencing factors of Weibo marketing effect by small scale interviews and questionnaires, taking several typical enterprises Weibo as the research object. At the same time, the marketing effect is effectively measured by AISAS measurement model. In addition, the correlation and regression analysis of the data obtained from the Weibo website are carried out by using the SPSS statistical analysis software, in order to carry out quantitative empirical research, and the significance of the related model parameters is also discussed. And to carry on the Weibo marketing main body to put forward the related management suggestion and the countermeasure. The main features of this paper are as follows: through small-scale interviews and questionnaires, the theoretical model of influencing factors of Weibo marketing effect is obtained. Through qualitative research, it provides a new macroscopic research perspective for the main body of Weibo marketing. This paper studies the typical Weibo marketing cases by means of mathematical statistical analysis, and obtains the measurement model of the short term effect of Weibo marketing. The results show that: when all Weibo fans are real fans, in the process of Weibo marketing activities for a period of time, the number of corporate awareness, Weibo forwarding and Weibo release are positively related to the effect of Weibo marketing influence; Among all the influencing factors, the number of Weibo retweets is most significantly related to the effect of Weibo marketing influence. From the microcosmic point of view, it provides another measure scheme for the main body of Weibo marketing to measure the short term marketing effect of Weibo.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F713.55

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