基于社会化媒体的消费者与品牌互动关系与路径研究
发布时间：2018-12-16 12:26
【摘要】：社会化媒体鲜明的互动特点以及广阔的人际关系传播网为品牌带来前所未有的机遇,在社会化媒体平台上品牌可以以更人性化的方式与消费者建立更平等、更广泛和更亲密的品牌关系。为了实现这个目标,品牌在社会化媒体上应该突破传统品牌营销实践中与消费者建立交易性关系理论,转而通过新兴的媒介完成消费者与品牌情感层次的关系缔结,加速提升提升消费者对品牌的信任与忠诚,以达到持久性的高品质的品牌关系质量。本文基于社会化媒体这个背景,结合我国互联网应用普及、移动互联网快速发展以及社会化媒体基本格局的形成等现状,主要从以下几个方面对社会化媒体背景下的消费者与品牌互动关系与路径进行研究:(1)结合我国互联网的应用、社会化媒体的发展等分析在新情况下研究消费者与品牌互动关系影响与意义,对相关概念进行界定,并对对现有相关研究文献进行整理与分析;(2)社会化媒体对商业模式的根本性变革。分析社会化媒体对消费者行为模式造成的改变来说明企业所面对的目标群体已经发生变化,然后分析社会化媒体式的思维对企业以及整个商业环境的巨大影响;(3)结合官方统计首先对国内外企业利用社会化媒体进行商业行为的情况有一个清楚的认识;其次考察消费者利用社会化媒体进行商业活动的行为习惯;最后对两个方面比较,初步得到企业利用社会化媒体进行品牌建设与消费者实际感受之间的错位;(5)基于社会化媒体的消费者与品牌互动关系概念模型的构建。利用品牌关系理论中的顾客参与、顾客感知心理因素和品牌关系质量尝试按照经典概念模型构建的思路提出本文的概念;(6)进行包括问卷设计、结果分析方法等方面的调研准备。(7)构建基于社会化媒体的消费者与品牌互动关系机构方程模型并对运算结果进行相关分析。建立本文研究课题的前提假设,对相关变量进行操作性定义与衡量,最后得到结构方程模型。然后利用SPSS22.0和AMOS22.0软件通过验证性因子分析方法对样本和模型进行实证分析。(8)针对实证分析的结果,结合成功案例提出基于社会化媒体的品牌与消费者构建良好互动关系的建议和对策。本文在力求科学的分析手段和大量数据的基础上,阐述基于社会化媒体的品牌与消费者互动的有效途径。在运用SPSS进行基本统计分析的基础上,选用AMOS进行SEM(结构方程建模),进行验证性因子分析,得出模型相关变量之间的影响关系,并依据实证分析的结果,提出消费者与品牌互动路径建议。
[Abstract]:The distinctive interactive characteristics of social media and the wide network of interpersonal communication bring unprecedented opportunities for brands. On the platform of social media, brands can establish more equality with consumers in a more humane way. Broader and closer brand relationships. In order to achieve this goal, brand in social media should break through the traditional brand marketing practice and establish the transaction relationship theory with consumers, and then conclude the relationship between consumers and brand emotional level through the emerging media. Accelerate the promotion of consumer trust and loyalty to the brand in order to achieve lasting high-quality brand relationship quality. This article is based on the background of social media, combined with the current situation of the popularization of Internet applications in China, the rapid development of mobile Internet and the formation of the basic pattern of social media. This paper mainly studies the relationship and path of consumer and brand interaction in the context of social media from the following aspects: (1) combined with the application of the Internet in China, Analysis of the development of social media in the new situation to study the impact and significance of consumer and brand interaction, to define the relevant concepts, and to sort out and analyze the existing relevant research literature; (2) the fundamental transformation of social media to the business model. This paper analyzes the changes caused by social media to consumers' behavior pattern to show that the target groups of enterprises have changed, and then analyzes the enormous influence of social-media thinking on enterprises and the whole business environment. (3) in combination with official statistics, first of all, there is a clear understanding of the situation of enterprises at home and abroad using social media to conduct business activities, and secondly, the behavior habits of consumers using social media for business activities are investigated. Finally, comparing the two aspects, we get the mismatch between brand construction and consumers' actual feelings. (5) the concept model of the relationship between consumer and brand based on social media. Using the customer participation in the brand relationship theory, customer perception psychological factors and brand relationship quality try to put forward the concept of this paper according to the classical concept model. (6) the research preparation including questionnaire design, result analysis method and so on. (7) constructing the model of consumer and brand interaction organization equation based on social media and analyzing the result of calculation. The premise hypothesis of this paper is established, and the operational definition and measurement of the relevant variables are carried out. Finally, the structural equation model is obtained. Then using SPSS22.0 and AMOS22.0 software through confirmatory factor analysis method to sample and model empirical analysis. (8) according to the results of empirical analysis, Based on the successful cases, the author puts forward some suggestions and countermeasures to build a good interactive relationship between brands and consumers based on social media. On the basis of scientific analysis means and a great deal of data, this paper expounds the effective way of the interaction between brands and consumers based on social media. On the basis of basic statistical analysis with SPSS, AMOS is selected to carry out SEM (structural equation modeling), and confirmatory factor analysis is carried out to obtain the influence relationship between model variables, and according to the results of empirical analysis. Put forward the path of consumer-brand interaction.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
本文编号：2382340
[Abstract]:The distinctive interactive characteristics of social media and the wide network of interpersonal communication bring unprecedented opportunities for brands. On the platform of social media, brands can establish more equality with consumers in a more humane way. Broader and closer brand relationships. In order to achieve this goal, brand in social media should break through the traditional brand marketing practice and establish the transaction relationship theory with consumers, and then conclude the relationship between consumers and brand emotional level through the emerging media. Accelerate the promotion of consumer trust and loyalty to the brand in order to achieve lasting high-quality brand relationship quality. This article is based on the background of social media, combined with the current situation of the popularization of Internet applications in China, the rapid development of mobile Internet and the formation of the basic pattern of social media. This paper mainly studies the relationship and path of consumer and brand interaction in the context of social media from the following aspects: (1) combined with the application of the Internet in China, Analysis of the development of social media in the new situation to study the impact and significance of consumer and brand interaction, to define the relevant concepts, and to sort out and analyze the existing relevant research literature; (2) the fundamental transformation of social media to the business model. This paper analyzes the changes caused by social media to consumers' behavior pattern to show that the target groups of enterprises have changed, and then analyzes the enormous influence of social-media thinking on enterprises and the whole business environment. (3) in combination with official statistics, first of all, there is a clear understanding of the situation of enterprises at home and abroad using social media to conduct business activities, and secondly, the behavior habits of consumers using social media for business activities are investigated. Finally, comparing the two aspects, we get the mismatch between brand construction and consumers' actual feelings. (5) the concept model of the relationship between consumer and brand based on social media. Using the customer participation in the brand relationship theory, customer perception psychological factors and brand relationship quality try to put forward the concept of this paper according to the classical concept model. (6) the research preparation including questionnaire design, result analysis method and so on. (7) constructing the model of consumer and brand interaction organization equation based on social media and analyzing the result of calculation. The premise hypothesis of this paper is established, and the operational definition and measurement of the relevant variables are carried out. Finally, the structural equation model is obtained. Then using SPSS22.0 and AMOS22.0 software through confirmatory factor analysis method to sample and model empirical analysis. (8) according to the results of empirical analysis, Based on the successful cases, the author puts forward some suggestions and countermeasures to build a good interactive relationship between brands and consumers based on social media. On the basis of scientific analysis means and a great deal of data, this paper expounds the effective way of the interaction between brands and consumers based on social media. On the basis of basic statistical analysis with SPSS, AMOS is selected to carry out SEM (structural equation modeling), and confirmatory factor analysis is carried out to obtain the influence relationship between model variables, and according to the results of empirical analysis. Put forward the path of consumer-brand interaction.
【学位授予单位】：上海工程技术大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55
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