本文選題：微博 + 金融企業(yè)　； 參考：《華中農(nóng)業(yè)大學(xué)》2013年碩士論文

【摘要】：作為現(xiàn)代微博的雛形,Twitter因其非同一般的交流方式而高速發(fā)展。越來越多的企業(yè)通過Twitter擴寬了交流渠道,取得了直接與客戶接觸交流的機會。直到2010年,微博快速席卷了中國,微博也就正式進入中文上網(wǎng)主流人群視野。此時,后來居上的微博營銷成為了各行各業(yè)開展新的營銷模式的利器。為了吸引并留住客戶,各金融企業(yè)也在努力抓住微博給金融營銷帶來的這一契機,利用微博這種用戶黏度極高的精準媒體和垂直媒體直接與客戶取得聯(lián)系,進而更好地服務(wù)客戶,影響個人客戶忠誠度�，F(xiàn)今,金融企業(yè)開展微博營銷還處于探索階段,探討金融企業(yè)微博營銷對個人客戶忠誠度的影響是有重大意義的。 本文在回顧國內(nèi)外相關(guān)文獻的基礎(chǔ)上,以金融企業(yè)為研究對象,以既是金融企業(yè)的個人客戶,同時又關(guān)注了該金融企業(yè)微博的具有雙重身份的粉絲客戶為研究樣本,來研究金融企業(yè)微博營銷對個人客戶忠誠度的影響。統(tǒng)計結(jié)果主要是利用SPSS19.0軟件對搜集到的調(diào)研數(shù)據(jù)進行統(tǒng)計分析所得,主要結(jié)論如下： (1)金融企業(yè)微博營銷的六個因子與個人客戶忠誠度的四個度量指標均存在顯著的正相關(guān)關(guān)系； (2)在金融企業(yè)微博營銷的六個因子中,內(nèi)容吸引力、發(fā)起微博活動的吸引力和微博活躍度對個人客戶忠誠度的四個度量指標均影響顯著： (3)在金融企業(yè)微博營銷中的六個因子中,與客戶交流互動程度、微博意見領(lǐng)袖參與程度和高管微博的知名度對個人客戶忠誠度的四個度量指標均影響不顯著。 本文在研究分析的基礎(chǔ)上,對金融企業(yè)開展微博營銷以提高個人客戶忠誠度提出了相關(guān)建議。
[Abstract]:As the rudimentary form of modern Weibo, it has developed at a high speed because of its unusual mode of communication. More and more enterprises broaden the communication channels through Twitter, and obtain the opportunity of direct contact with customers. Until 2010, Weibo quickly swept through China, Weibo also formally entered the mainstream of Chinese online vision. At this time, the Weibo marketing has become a new marketing model of various industries. In order to attract and retain customers, financial enterprises are also trying to seize the opportunity that Weibo brings to financial marketing, and make use of the highly viscous precision media and vertical media such as Weibo to get in touch with customers directly. Then better serve the customer, affect the personal customer loyalty. Nowadays, the Weibo marketing of financial enterprises is still in the exploratory stage. It is of great significance to explore the influence of Weibo marketing on individual customer loyalty. Based on the review of relevant literature at home and abroad, this paper takes the financial enterprise as the research object, taking the individual customer of the financial enterprise as well as the double identity fan customer of the financial enterprise Weibo as the research sample. To study the impact of financial enterprise Weibo marketing on individual customer loyalty. The statistical results are mainly obtained by using SPSS19.0 software to analyze the collected data. The main conclusions are as follows: 1) there is a significant positive correlation between the six factors of Weibo marketing in financial enterprises and the four measures of individual customer loyalty; 2) among the six factors of Weibo marketing in financial enterprises, the content attractiveness, the attraction of initiating Weibo activities and the four measures of Weibo activity have significant influence on individual customer loyalty. Among the six factors in the Weibo marketing of financial enterprises, the degree of interaction with customers, the participation of Weibo opinion leaders and the popularity of executive Weibo have no significant influence on the four measures of personal customer loyalty. On the basis of research and analysis, this paper puts forward some suggestions for financial enterprises to carry out Weibo marketing to improve personal customer loyalty.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.39

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本文編號：1924103