社交媒体在企业传播中的使用：可口可乐中国和可口可乐加纳案例研究

发布时间：2018-03-13 07:33

本文选题：社交媒体　切入点：企业传播　出处：《复旦大学》2014年博士论文　论文类型：学位论文

【摘要】：社交媒体已经成为一种在人类活动和交际的许多方面都发挥着重要作用的媒体。社交媒体的发展对传统的媒体渠道提出了挑战,也彻底改变了信息传播和管理的方式。媒体使用的理论概念把社交媒体作为一个技术驱动的媒体,其主要优势是它在媒体丰富性理论(达夫特和伦格尔)中所表现出来的传达线索、情感以及互动性的能力。社交媒体在企业管理领域被广泛使用,如企业的招聘、广告、市场营销、公共关系和销售等。本研究探讨了社会媒体在企业管理中出现的问题,以可口可乐为例,将其在中国和加纳这两个拥有不同地理、政治、经济、社会和文化的国家的社交媒体使用进行对比分析。采用的研究方法包括：访谈、文献分析和观察。中国与加纳的可口可乐公司的企业管理,在社交媒体的使用方面既有相似性也有差异性。在中国,社交媒体引发的危机较为普遍。在加纳,技术水平不足造成了社交媒体的使用困难。尽管如此,两个国家的可口可乐公司还是非常愿意尝试在企业管理中使用社交媒体。本研究还表明,企业管理中使用社交媒体,已经在增加销售量或利润方面面临着严峻挑战。即使是非常大的跨国公司,也正在努力让社交媒体的投资回报率最大化。本研究中得出的最重要的一条结论是,企业高管在一些企业活动例如公共关系、市场营销、销售和广告等的管理过程中,似乎对社交媒体的正确使用缺乏一定的了解或存在一些疑惑。本研究还表明“媒体有时候会淹没、掩盖或遮蔽消息”。这个推理是基于马歇尔.麦克卢汉(Marshall Mcluhan)的观点“媒介即讯息”,这个观点也被古德曼(Goodman) (2011)所认同。
[Abstract]:Social media has become a medium that plays an important role in many aspects of human activity and communication. The development of social media has challenged traditional media channels. It has also revolutionized the way information is disseminated and managed. The theoretical concept of media uses social media as a technology-driven medium. Its main advantage is its ability to convey clues, emotions, and interactivity in media richness theories (Daft and Renger). Marketing, Public Relations and sales. This study explores the problems of social media in corporate management. Taking Coca-Cola as an example, it has different geographical, political and economic characteristics in China and Ghana. Comparative analysis of the use of social media in social and cultural countries. Research methods used include: interviews, literature analysis and observations. Corporate management of Coca-Cola companies in China and Ghana, There are similarities and differences in the use of social media. In China, crises caused by social media are more common. In Ghana, inadequate technology makes it difficult to use social media. Coca-Cola companies in two countries are still very willing to try to use social media in business management. The study also shows that social media is used in business management. There are serious challenges in increasing sales or profits. Even very large multinationals are trying to maximize the return on investment on social media. One of the most important conclusions of this study is, Executives in some business activities such as public relations, marketing, sales and advertising management process, There seems to be a lack of understanding or some confusion about the proper use of social media. This reasoning is based on Marshall McLuhan's "medium is message", which Goodman (2011) agrees with.
【学位授予单位】：复旦大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F416.82;G206

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