【摘要】：當(dāng)今移動(dòng)互聯(lián)網(wǎng)的高速發(fā)展使得用戶的網(wǎng)絡(luò)消費(fèi)大規(guī)模向移動(dòng)端轉(zhuǎn)移。微信,作為移動(dòng)互聯(lián)網(wǎng)領(lǐng)域的新型社會(huì)化媒體,用戶群體龐大,用戶間的互動(dòng)性極強(qiáng),而且用戶對(duì)于微信平臺(tái)上傳遞的信息的接受度極高,對(duì)企業(yè)而言具有信息推送精準(zhǔn)、運(yùn)營成本低等方面的優(yōu)勢(shì),因此成為當(dāng)前企業(yè)提高自身品牌競(jìng)爭(zhēng)力的重要渠道�？偨Y(jié)國內(nèi)企業(yè)品牌已經(jīng)開展的部分基于微信的品牌建設(shè)活動(dòng),不難發(fā)現(xiàn)明明具有強(qiáng)大品牌企業(yè)建設(shè)優(yōu)勢(shì)的微信,僅在企業(yè)品牌建設(shè)過程中被作為信息的傳播工具而已。然而,品牌傳播與品牌建設(shè)之間并不是等號(hào),正式因?yàn)槿缃癫糠制髽I(yè)對(duì)基于社會(huì)化媒體的品牌建設(shè)涵義的錯(cuò)誤認(rèn)識(shí),企業(yè)品牌在應(yīng)用微信進(jìn)行品牌建設(shè)的過程中忽視了微信其獨(dú)特的媒體特性所能帶來的真正的應(yīng)用價(jià)值。本研究首先對(duì)微信及品牌建設(shè)國內(nèi)外相關(guān)文獻(xiàn)和研究進(jìn)行整理歸納分析,進(jìn)一步明確當(dāng)前企業(yè)在微信品牌開展品牌建設(shè)的局限。在文獻(xiàn)研究的基礎(chǔ)上,試圖通過問卷調(diào)查的方式從微信的用戶角度,了解其在企業(yè)品牌進(jìn)行品牌建設(shè)過程中的對(duì)品牌產(chǎn)生的認(rèn)知效果。由于微信的特殊媒體特性,已有的相關(guān)品牌建設(shè)測(cè)量量表并不能完全適用于本課題的研究情況,所以,需要通過深度訪談的形式結(jié)合企業(yè)品牌建設(shè)的四個(gè)階段內(nèi)容,分析得出基于微信的企業(yè)品牌建設(shè)維度的相關(guān)測(cè)量指標(biāo)并提煉出主要影響因子,即為品牌識(shí)別、信息傳播、意見領(lǐng)袖、互動(dòng)友好,結(jié)合已有研究中提出的品牌認(rèn)知的品牌知覺、品牌態(tài)度和品牌聯(lián)想三個(gè)維度,定義研究變量。根據(jù)定義的變量構(gòu)建出基于微信的企業(yè)品牌建設(shè)對(duì)消費(fèi)者品牌認(rèn)識(shí)的影響概念模型并進(jìn)一步提出各變量間影響關(guān)系的假設(shè)。然后,分別就企業(yè)品牌建設(shè)和品牌認(rèn)知的相關(guān)內(nèi)容確定問卷的測(cè)量題項(xiàng),形成問卷,并通過線上傳播的方式完成問卷調(diào)查。對(duì)回收到的問卷數(shù)據(jù)進(jìn)行分析,根據(jù)分析得出的結(jié)果對(duì)變量進(jìn)行調(diào)整,修正概念模型并根據(jù)重新定義的變量調(diào)整之前的研究假設(shè)。通過對(duì)變量進(jìn)行線性回歸分析,最終得出當(dāng)前環(huán)境下企業(yè)品牌基于微信的企業(yè)品牌建設(shè)對(duì)消費(fèi)者品牌認(rèn)知的影響的模型。結(jié)合此前的文獻(xiàn)分析結(jié)果,針對(duì)當(dāng)前企業(yè)在品牌建設(shè)中對(duì)微信平臺(tái)的應(yīng)用障礙提出相應(yīng)解決對(duì)策,幫助企業(yè)品牌更有效應(yīng)用微信的媒介特性與功能進(jìn)行品牌建設(shè)與傳播。
[Abstract]:With the rapid development of mobile Internet, the network consumption of users is shifting to mobile terminal on a large scale. WeChat, as a new type of social media in the field of mobile Internet, has a huge user group, strong interaction among users, and users have a very high acceptance of the information transmitted on the WeChat platform. The advantages of low operating cost have become an important channel for enterprises to improve their brand competitiveness. It is not difficult to find that WeChat, which has the advantage of building strong brand enterprises, is only used as a dissemination tool of information in the process of brand building. However, the relationship between brand communication and brand building is not equal. It is official that some enterprises have a wrong understanding of the meaning of brand building based on social media. In the process of applying WeChat to brand building, the enterprise brand neglects the real application value brought by WeChat's unique media characteristics. At first, this study summarizes and analyzes the relevant literature and research on WeChat and brand construction at home and abroad, and further clarifies the limitation of brand construction in WeChat. On the basis of literature research, this paper attempts to understand the cognitive effect of WeChat from the perspective of WeChat users in the process of brand building. Because of the special media characteristics of WeChat, the existing measurement scale of brand construction can not be fully applied to the research of this topic. Therefore, it is necessary to combine the four stages of enterprise brand building through in-depth interviews. Based on the analysis of WeChat enterprise brand building dimension of the relevant measurement indicators and extract the main factors, that is, brand identification, information dissemination, opinion leaders, interactive friendly, combined with the brand awareness proposed in the previous research. Brand attitude and brand association three dimensions, define research variables. Based on the defined variables, this paper constructs a conceptual model of the influence of brand building on consumer brand awareness based on WeChat, and further puts forward the hypothesis of the influence relationship between the variables. Then, the measurement items of the questionnaire are determined on the related contents of brand building and brand cognition, and the questionnaire is completed through online dissemination. This paper analyzes the data collected from the questionnaire, adjusts the variables according to the results of the analysis, modifies the conceptual model and adjusts the previous research hypotheses according to the redefined variables. Through the linear regression analysis of the variables, the model of the influence of the enterprise brand construction on the consumers' brand cognition under the current environment is finally obtained, which is based on WeChat. According to the results of previous literature analysis, this paper puts forward corresponding solutions to the obstacles to the application of WeChat platform in the current brand construction of enterprises, so as to help the brand to use the media characteristics and functions of WeChat more effectively to build and spread the brand.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2

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