基于消费者行为的农业企业微信营销效果评估研究

发布时间：2018-06-16 12:51

本文选题：农业企业 + 微信营销　；参考：《海南大学》2015年硕士论文

【摘要】：微信是腾讯公司推出的以智能终端为载体,为用户提供免费通讯服务的即时通讯软件。微信以其低成本、高送达率、强关系等特点,迅速成为企业管理者青睐的社会化媒体营销方式。但是,在目前的微信营销过程中却存在着企业管理者对微信营销效果重要性的认识程度不高,国内外学者对企业微信营销效果的研究不足等问题。在企业营销效果评估体系的构建中,多数企业依旧沿用传统的评估方法,用财务指标作为衡量企业营销效果的标杆,从而忽视了消费者在营销过程中的关键性作用,因此,本文在分析研究网络营销、社会化媒体营销、农产品网络营销、微博营销等相关理论的基础上,通过分析微信的传播方式、传播特点及微信营销的模式,以整合营销传播理论为基础,基于AESAR模型提出了衡量企业微信营销效果的变量指标体系。本文以10家农业企业微信公众平台的后台数据作为数据来源,以因子分析法为演算方法,通过SPSS17.0软件对数据进行分析整理,对影响企业微信营销效果的变量指标进行分组并对公共因子命名,通过分析影响这10家农业企业的因子得分给出合理的营销建议。通过对农业企业微信营销效果的实证分析得出：农业企业微信营销效果可以从企业现有顾客和潜在顾客的数量以及现有顾客价值这两个方面进行评估。粉丝数量不是衡量企业营销效果的唯一指标,提高顾客的活跃度在一定程度上能够帮助企业获得理想的营销效果。因此,企业想要获得理想的营销效果就必须要扩大品牌的影响力,吸引更多的潜在顾客,并要与现有顾客保持互动交流,提高用户的活跃度,增加用户的价值。
[Abstract]:WeChat is an instant messaging software developed by Tencent to provide users with free communication service based on intelligent terminals. WeChat, with its low cost, high delivery rate and strong relationship, has quickly become a popular social media marketing method for enterprise managers. However, in the current marketing process of WeChat, there are still some problems, such as the lack of understanding of the importance of WeChat marketing effect by enterprise managers, and the lack of research on the effect of WeChat marketing at home and abroad. In the construction of enterprise marketing effect evaluation system, most enterprises still follow the traditional evaluation method and use financial index as the benchmark to measure the enterprise marketing effect, thus neglecting the key role of consumers in the marketing process. On the basis of analyzing the related theories of network marketing, social media marketing, agricultural product network marketing, Weibo marketing and so on, this paper analyzes the communication mode, communication characteristics and the mode of WeChat marketing of WeChat. Based on the integrated marketing communication theory and AESAR model, a variable index system is proposed to measure the marketing effect of WeChat. In this paper, the backstage data of 10 agricultural enterprises' WeChat public platform are used as the data source, the factor analysis method is used as the calculation method, and the data are analyzed and sorted by SPSS 17.0 software. This paper classifies the variables that affect the marketing effect of WeChat and names the common factors, and puts forward reasonable marketing suggestions by analyzing the factor scores that affect the 10 agricultural enterprises. Through the empirical analysis of the marketing effect of agricultural enterprise WeChat, it is concluded that the marketing effect of agricultural enterprise WeChat can be evaluated from two aspects: the number of existing customers and potential customers and the value of existing customers. The number of fans is not the only index to measure the marketing effect of enterprises. To a certain extent, increasing the activity of customers can help the enterprises to obtain the ideal marketing effect. Therefore, in order to obtain the ideal marketing effect, the enterprise must expand the influence of the brand, attract more potential customers, and keep interactive communication with the existing customers to improve the activity of users and increase the value of users.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324

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