本文關(guān)鍵詞： 微博營(yíng)銷 消費(fèi)者需求 節(jié)點(diǎn)干預(yù) 主題聚類 微博營(yíng)銷策略　出處：《哈爾濱工業(yè)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)，隨著中國(guó)網(wǎng)民對(duì)微博的廣泛認(rèn)可和日益增長(zhǎng)的使用頻度，微博成為公眾獲取信息、交流共享的重要媒介，由微博產(chǎn)生的海量數(shù)據(jù)也引起了企業(yè)的高度關(guān)注。微博憑借其豐富的信息、高效的傳播模式和低廉的運(yùn)營(yíng)成本成為企業(yè)紛紛爭(zhēng)搶的在線營(yíng)銷新陣地。 本文以在線旅行服務(wù)企業(yè)為例，按照從理論到實(shí)踐的思路，在相關(guān)營(yíng)銷理論和海量數(shù)據(jù)的支撐下，運(yùn)用理論研究與實(shí)踐分析相結(jié)合的方式，通過(guò)分析典型企業(yè)相關(guān)指標(biāo)的微博營(yíng)銷現(xiàn)狀歸納總結(jié)出切實(shí)可行的企業(yè)微博營(yíng)銷模式。 本文首先從市場(chǎng)營(yíng)銷學(xué)的4C營(yíng)銷理論、病毒式營(yíng)銷理論、關(guān)系營(yíng)銷理論、濕營(yíng)銷理論，消費(fèi)者行為學(xué)領(lǐng)域的AISAS模型和傳播學(xué)領(lǐng)域的5W傳播模式和使用與滿足理論入手，在充分考慮微博全時(shí)性、針對(duì)性和互動(dòng)性等新媒體特點(diǎn)的基礎(chǔ)上，構(gòu)建了企業(yè)微博營(yíng)銷的一般過(guò)程。該過(guò)程將企業(yè)微博營(yíng)銷行為看作是對(duì)消費(fèi)者行為的反應(yīng)，以消費(fèi)者行為和企業(yè)行為兩條主線有機(jī)互動(dòng)的方式呈現(xiàn)微博營(yíng)銷過(guò)程的各個(gè)環(huán)節(jié)，其中消費(fèi)者需求為整個(gè)過(guò)程的起點(diǎn)，消費(fèi)者獲得滿足與分享信息為整個(gè)過(guò)程的結(jié)束，而滿足消費(fèi)者需求和節(jié)點(diǎn)干預(yù)是企業(yè)微博營(yíng)銷的關(guān)鍵環(huán)節(jié)。然后，本文結(jié)合微博文本碎片化、噪聲高的特點(diǎn)，，通過(guò)建立基于LDA算法的主題聚類模型對(duì)微博文本進(jìn)行處理，將微博內(nèi)容按主題劃分為有獎(jiǎng)互動(dòng)、特價(jià)活動(dòng)、旅行推薦、出行攻略、互動(dòng)分享、心靈雞湯和人生箴言、產(chǎn)品推介、新聞播報(bào)、互動(dòng)反饋和愛(ài)心公益等類別。最后在理論研究結(jié)果的指導(dǎo)下，本文利用所得數(shù)據(jù)分別從微博內(nèi)容、發(fā)布時(shí)間和團(tuán)隊(duì)營(yíng)銷三個(gè)層面研究在線旅行服務(wù)企業(yè)的微博營(yíng)銷現(xiàn)狀，并以轉(zhuǎn)發(fā)量作為反應(yīng)信息擴(kuò)散度的主要指標(biāo)來(lái)衡量不同行為的營(yíng)銷效果，最終在相關(guān)結(jié)論的基礎(chǔ)上提出內(nèi)容建設(shè)策略、時(shí)間輔助策略和團(tuán)隊(duì)營(yíng)銷優(yōu)化策略等企業(yè)微博營(yíng)銷策略。
[Abstract]:In recent years, with the widespread recognition and increasing frequency of use of Weibo by Chinese netizens, Weibo has become an important medium for the public to access information, exchange and share. The huge amount of data generated by Weibo has also attracted great attention from enterprises. Weibo has become a new position for online marketing with its abundant information, efficient communication mode and low operating cost. This article takes the online travel service enterprise as an example, according to the train of thought from the theory to the practice, under the support of the related marketing theory and the massive data, uses the theory research and the practice analysis to combine the way. By analyzing the Weibo marketing status quo of typical enterprises, this paper summarizes the practical enterprise Weibo marketing model. This paper first from the marketing of 4C marketing theory, viral marketing theory, relationship marketing theory, wet marketing theory. The AISAS model in the field of consumer behavior and the 5W communication mode and the theory of use and satisfaction in the field of communication are based on the full consideration of the characteristics of new media such as Weibo's full-time, pertinence and interactivity. The general process of enterprise Weibo marketing is constructed, which regards Weibo marketing behavior as a response to consumer behavior. With the consumer behavior and the enterprise behavior two main lines organic interaction way presents each link of Weibo marketing process, in which consumer demand is the starting point of the whole process. Consumer satisfaction and information sharing is the end of the whole process, and satisfying consumer demand and node intervention is the key link of enterprise Weibo marketing. Then, this paper combines Weibo text fragmentation, high noise characteristics. By establishing a topic clustering model based on LDA algorithm to process Weibo text, Weibo content is divided into award interaction, special offer activities, travel recommendation, travel strategy, interactive sharing. Soul chicken soup and life proverbs, product promotion, news broadcast, interactive feedback and love public welfare. Finally, under the guidance of theoretical research results, this paper uses the data from Weibo content. Release time and team marketing three levels of online travel service enterprises to study the status of Weibo marketing, and the amount of forwarding as the main indicator of information diffusion to measure the marketing effectiveness of different behaviors. Finally, on the basis of the relevant conclusions, this paper puts forward some enterprise Weibo marketing strategies, such as content construction strategy, time assistant strategy and team marketing optimization strategy.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F592.6;G206-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 顧益軍,樊孝忠,王建華,汪濤,黃維金;中文停用詞表的自動(dòng)選取[J];北京理工大學(xué)學(xué)報(bào);2005年04期

2 周婷,黃孝俊;病毒式營(yíng)銷“入侵”圖書(shū)出版業(yè)[J];中國(guó)編輯;2005年04期

3 石晶;胡明;石鑫;戴國(guó)忠;;基于LDA模型的文本分割[J];計(jì)算機(jī)學(xué)報(bào);2008年10期

4 韓笑;夏冰;;微博營(yíng)銷:“濕”化生存[J];新聞世界;2010年08期

5 林雅萍;;“使用與滿足”理論與互聯(lián)網(wǎng)環(huán)境下的文獻(xiàn)接受[J];上海師范大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2009年06期

6 趙洪建;;微博營(yíng)銷的驅(qū)動(dòng)因素[J];社會(huì)科學(xué)家;2012年07期

本文編號(hào)：1444558