本文選題：微博　切入點(diǎn)：品牌擬人化　出處：《南京大學(xué)》2013年碩士論文

【摘要】：Web2.0的日益普及不僅加速了信息的傳播,更為人們提供了前所未有的互動(dòng)體驗(yàn)。作為一種新型社交媒體,微博因其迅速壯大的用戶(hù)規(guī)模和強(qiáng)大的信息傳播能力而越來(lái)越受到人們的關(guān)注。微博平臺(tái)使得消費(fèi)者能直接獲取他們認(rèn)為相關(guān)或有趣的最新消息,從而讓企業(yè)有機(jī)會(huì)通過(guò)同消費(fèi)者的在線互動(dòng),充分展現(xiàn)品牌個(gè)性,并與消費(fèi)者建立起親密的關(guān)系。本文利用內(nèi)容分析法和社會(huì)網(wǎng)絡(luò)分析,以國(guó)內(nèi)13家銀行的官方微博為研究對(duì)象,探討了國(guó)內(nèi)銀行微博賬號(hào)所發(fā)布消息的品牌擬人化狀況、信息類(lèi)型和傳播特征。 首先,本文界定了研究的3個(gè)基本問(wèn)題,分別是“銀行如何在微博平臺(tái)上同消費(fèi)者對(duì)話”、“銀行所發(fā)布的微博消息主要涉及哪些方面”和“不同類(lèi)型的熱點(diǎn)微博具有哪些傳播特征”。針對(duì)前兩個(gè)問(wèn)題,本文以新浪微博上13家銀行官方微博所發(fā)布的1300條消息為樣本,利用內(nèi)容分析法理論模型,深入分析了這13家銀行微博的品牌擬人化狀況和消息類(lèi)型,主要結(jié)論包括：總體來(lái)看,銀行官方微博的品牌擬人化程度較高,而各家銀行在品牌擬人化方面的表現(xiàn)各有差異；從內(nèi)容上來(lái)看,銀行官方微博的消息發(fā)布具有三大特征,分別是重視信息發(fā)布、忽視社交溝通,重視粉絲對(duì)話、忽視粉絲規(guī)模,語(yǔ)言表述相對(duì)官方；從信息類(lèi)型上來(lái)看,銀行官方微博所發(fā)布消息包括產(chǎn)品相關(guān)、公司相關(guān)、客戶(hù)相關(guān)、品牌提及和其他四種,其中,產(chǎn)品相關(guān)類(lèi)和其他類(lèi)消息是目前銀行官方微博發(fā)布的主流消息,公司相關(guān)類(lèi)和品牌提及類(lèi)消息是銀行微博發(fā)布的第二大信息。根據(jù)祈使動(dòng)詞的出現(xiàn)頻率和信息類(lèi)型,本文對(duì)13家銀行進(jìn)行聚類(lèi),由此歸納出銀行微博營(yíng)銷(xiāo)的四種目的,分別是信息傳播、維護(hù)粉絲關(guān)系、維護(hù)品牌形象、提升品牌知名度。針對(duì)第三個(gè)問(wèn)題,本文利用社會(huì)網(wǎng)絡(luò)分析,著重研究了產(chǎn)品相關(guān)類(lèi)消息和其他類(lèi)消息的網(wǎng)絡(luò)結(jié)構(gòu)和傳播特征。分析結(jié)果顯示,這兩類(lèi)消息的網(wǎng)絡(luò)結(jié)構(gòu)圖都呈放射狀,它們的消息傳播網(wǎng)絡(luò)都具有交流密度小、離散程度低、消息發(fā)布者核心地位明顯的特征。
[Abstract]:The increasing popularity of Web2.0 not only accelerates the spread of information, but also provides an unprecedented interactive experience. Weibo is getting more and more attention because of its rapidly growing user size and powerful ability to disseminate information. The Weibo platform enables consumers to get direct access to the latest news that they consider relevant or interesting. In order to give enterprises the opportunity to fully show brand personality through online interaction with consumers, and establish a close relationship with consumers. This paper uses content analysis and social network analysis. Taking Weibo, an official of 13 domestic banks, as the research object, this paper discusses the status of brand personalization, information types and communication characteristics of the messages published by Chinese banks' Weibo account. First of all, this paper defines three basic problems. They are "how the Bank talks with consumers on Weibo's platform", "what are the main aspects involved in the Weibo message issued by the Bank" and "what are the transmission characteristics of the different types of hot spots Weibo". In response to the first two questions, This paper takes 1300 messages published by the 13 banks on Sina Weibo as samples, using the theoretical model of content analysis, and deeply analyzes the status of brand personalization and message types of the 13 banks. The main conclusions are as follows: overall, the bank official Weibo has a high degree of personalization of the brand, while the performance of each bank in the personification of the brand is different; from the content point of view, the news release of the bank's official Weibo has three major characteristics. Respectively, they attach importance to information release, ignore social communication, attach importance to fan dialogue, ignore fan scale, and relatively official language expression; from the information type, the information released by official Weibo includes product, company, customer, etc. Brand mention and four other types, among which, product-related and other types of news are the mainstream news currently released by the bank's official Weibo. According to the frequency and type of information of imperative verbs, this paper clusters 13 banks, and concludes four purposes of bank Weibo marketing. They are information dissemination, maintenance of fan relationship, maintenance of brand image, promotion of brand awareness. In view of the third question, this paper uses social network to analyze, The network structure and propagation characteristics of product related messages and other kinds of messages are studied emphatically. The results show that the network structure of these two kinds of messages is radial, and their message transmission networks have low AC density and low dispersion. A distinct feature of the core position of a message publisher.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.3

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