移动互联语境下表演艺术市场消费者行为研究

发布时间：2018-01-27 14:42

本文关键词： SoLoMo 表演艺术市场消费者行为模式营销　出处：《上海音乐学院》2017年硕士论文　论文类型：学位论文

【摘要】：消费行为模式是消费者从对产品产生兴趣到做出购买决策这一系列过程的总结和模拟化表达,是企业在整个市场环节中,制定营销策略、组织开展营销活动的依据。消费者行为模式这一理念在各行各业的营销环节中都已经被广泛采用,本文的重点是表演艺术市场消费者行为研究。众所周知消费信息的传播方式是直接影响消费行为的重要因素,一旦消费信息的传播媒介发生变化,消费行为模式也会随之改变。SoLoMo即社交化(Social)+本地化(Local)+移动化(mobile),随着移动互联网的发展SoLoMo趋势成为主流,对人们的生活产生重要影响,从而引起消费行为模式的变化,全新的以互联网为核心、精准快捷的信息传播和营销模式逐渐被各行业采纳。传统的消费行为模式在移动互联与人们生活高度融合的今天已经不完全适用。表演艺术市场传统的消费行为模式也期待被更新。笔者通过研究移动互联时代的发展趋势,通过多方数据考察移动互联新趋势对表演艺术市场消费者行为习惯的影响,试探性的提出适用于当下全新的传播和消费环境的行为模式,目的在于为表演艺术机构在制定营销策略寻求新的突破。本文首先分析了移动互联的发展新趋势SoLoMo对表演艺术市场营销传播产生的影响,分为三个部分进行分析:1、信息传播模式的改变2、互联网媒体形态的改变3、表演艺术市场消费者行为的变化。通过分析发现互联网的发展已经带动信息的传播模式进入以社交为中心的阶段(也可称为更多圈层和融合关系的交叉、扩散、聚合的3.0阶段)。紧接着通过对文献的总结分析发现传统的AIDMA和AISAS两种消费者行为模式已经不能完全适应SoLoMo趋势下的表演艺术市场。传统单一、线性模式不能解释当下消费者与艺术机构紧密的双向互动、信息交叉的行为。基于此,本文提出了 SoLoMo趋势下适合表演艺术市场的消费行为模式E—IEAAS,"InterestInteract"、"ExpressExpose"、"AcceptAnswer"、"Action"、"ShareSpread "。并且在新的表演艺术消费者行为模式的基础上制定出针对表演艺术机构的五阶营销策略SARGO,将营销传播的核心动作从传统的"广而告之"升级为"响应需求、个性化推荐"。
[Abstract]:Consumer behavior pattern is the summary and simulated expression of a series of processes from product interest to making purchase decision. It is the enterprise in the whole market link to formulate the marketing strategy. The basis of organizing marketing activities. The concept of consumer behavior model has been widely used in the marketing links of various industries. The focus of this paper is the study of consumer behavior in the performing arts market. It is well known that the mode of communication of consumer information is an important factor directly affecting consumer behavior once the media of consumer information changes. Consumer behavior patterns also change. SoLoMo (socializing) localizing (local) mobility). With the development of mobile Internet, the trend of SoLoMo has become the mainstream, which has an important impact on people's lives, thus causing changes in consumer behavior patterns, a new Internet as the core. Accurate and fast information dissemination and marketing model has been gradually adopted by various industries. Traditional consumer behavior mode is not fully applicable today when mobile interconnection is highly integrated with people's life. Traditional consumer behavior in the performing arts market. The model is also expected to be updated. Through the multi-party data to investigate the influence of the new trend of mobile interconnection on consumer behavior habits in the performing arts market, the tentative proposal is suitable for the new communication and consumption environment behavior model. The purpose of this paper is to find a new breakthrough for performing arts organizations in the formulation of marketing strategy. Firstly, this paper analyzes the influence of the development of mobile internet on the marketing communication of performing arts. It is divided into three parts: the analysis of 1: 1, the change of the mode of information dissemination (2), the change of the form of Internet media (3). Through the analysis, it is found that the development of the Internet has brought the information dissemination model into the social-centered stage (also called more circles and the intersecting and diffusing of the fusion relationship). Stage 3.0 of polymerization). Then through the literature summary and analysis found that the traditional AIDMA and AISAS two consumer behavior patterns can not fully adapt to the SoLoMo trend of the performing arts market. Linear models do not explain the current two-way interaction between consumers and art institutions, the behavior of information intersecting. Based on this. This paper puts forward E-IEAAS-E-IEAAS-" InterestInteract ", which is suitable for the market of performing arts under the trend of SoLoMo. "ExpressExpose", "AcceptAnswer", "Action". "ShareSpread." and based on the new consumer behavior model of performing arts, a five-order marketing strategy for performing arts organizations, SARGO, has been developed. The core action of marketing communication is upgraded from traditional "advertisement" to "responding to demand and personalized recommendation".
【学位授予单位】：上海音乐学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J124

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