【摘要】：社交媒體等新興網(wǎng)絡(luò)載體與汽車行業(yè)的結(jié)合,使其價(jià)值日益凸顯。汽車企業(yè)利用社交媒體開展線上的營(yíng)銷活動(dòng),建立消費(fèi)者與車企之間的溝通平臺(tái),開展關(guān)系市場(chǎng)營(yíng)銷。對(duì)社交媒體如何維系和加強(qiáng)企業(yè)與消費(fèi)者的關(guān)系進(jìn)行研究是一項(xiàng)非常重要的內(nèi)容,本論文基于對(duì)關(guān)系質(zhì)量的研究,并對(duì)社交媒體的社會(huì)性進(jìn)行探索,研究了社交媒體的社會(huì)性與關(guān)系質(zhì)量之間的關(guān)系,為更好的開展?fàn)I銷工作提供重要的支持和依據(jù)。 第一章主要論述了本研究的背景及意義,提出了在互聯(lián)網(wǎng)時(shí)代,開展關(guān)系營(yíng)銷的意義。并就研究目的及內(nèi)容進(jìn)行了闡述。之后簡(jiǎn)要論述了本研究的方法及框架。 第二章主要對(duì)本研究的理論基石做全面的闡述。對(duì)關(guān)系營(yíng)銷理論、關(guān)系質(zhì)量及社交媒體等相關(guān)理論基礎(chǔ)進(jìn)行研究。通過對(duì)比分析,獲得了關(guān)系質(zhì)量的基本維度。并歸納總結(jié)社交媒體的社會(huì)性維度,為下一步工作的開展奠定基礎(chǔ)。 第三章首先通過預(yù)調(diào)查、探索性因子分析獲得社交媒體社會(huì)性的基本維度。以此提出社交媒體媒體社會(huì)性對(duì)關(guān)系質(zhì)量影響的相關(guān)假設(shè)。并通過正式調(diào)查,借助LISREL8.70和SPSS16.0對(duì)其進(jìn)行驗(yàn)證性因子分析,驗(yàn)證了社交媒體的社會(huì)性對(duì)關(guān)系質(zhì)量的正向影響假設(shè)。并且構(gòu)建社交媒體的社會(huì)性對(duì)消費(fèi)者與企業(yè)間關(guān)系質(zhì)量影響因素模型。 第四章根據(jù)之前的研究結(jié)論,結(jié)合現(xiàn)有社交媒體平臺(tái),針對(duì)汽車行業(yè)開展的營(yíng)銷活動(dòng),提出了一些有價(jià)值的營(yíng)銷管理建議,拓寬了汽車企業(yè)開展汽車營(yíng)銷的思路。 第五章則是對(duì)本研究的總結(jié)及展望。 本研究通過文獻(xiàn)對(duì)比分析了關(guān)系質(zhì)量的基本維度,即由滿意、承諾、信任三個(gè)維度構(gòu)成�；赟PSS16.0進(jìn)行探索性因子分析。研究了社交媒體最重要的屬性——社會(huì)性。得到了社會(huì)性的四個(gè)主要維度：社交媒體的交互性、社交媒體的分享性、社交媒體的開放性以及社交媒體的需求性。并且構(gòu)建社交媒體的社會(huì)性對(duì)消費(fèi)者與企業(yè)間關(guān)系質(zhì)量影響因素模型。幫助企業(yè)科學(xué)有效地使用社交媒體開展?fàn)I銷活動(dòng),并對(duì)我國(guó)汽車營(yíng)銷的發(fā)展提供一些理論和實(shí)踐的依據(jù)。
[Abstract]:The combination of emerging network carriers such as social media and the auto industry has made its value increasingly prominent. Automobile companies use social media to carry out online marketing activities, establish a communication platform between consumers and auto companies, and carry out relationship marketing. It is very important to study how social media maintain and strengthen the relationship between enterprises and consumers. This thesis is based on the research of relationship quality and the sociality of social media. The relationship between sociality and relationship quality of social media is studied in order to provide important support and basis for better marketing. The first chapter mainly discusses the background and significance of this study, and puts forward the significance of developing relationship marketing in the Internet era. The purpose and content of the research are expounded. Then it briefly discusses the method and framework of this study. The second chapter describes the theoretical foundation of this study. The theory of relationship marketing, relationship quality and social media are studied. Through comparative analysis, the basic dimension of relationship quality is obtained. And sum up the social dimension of social media, lay the foundation for the next work. In the third chapter, the basic dimensions of social media sociality are obtained by preliminary investigation and exploratory factor analysis. The hypothesis that social media sociality influences relationship quality is put forward. Through formal investigation and confirmatory factor analysis of LISREL8.70 and SPSS16.0, the hypothesis of positive influence of social media on relationship quality is verified. And build social media social impact on the relationship between consumers and business quality factors model. The fourth chapter according to the previous research conclusion, combined with the existing social media platform, for the automobile industry to carry out the marketing activities, put forward some valuable marketing management suggestions, broaden the automobile enterprises to carry out the train of thought of automobile marketing. The fifth chapter is the summary and prospect of this study. This study analyzes the basic dimensions of relationship quality through literature comparison, which consists of three dimensions: satisfaction, commitment and trust. Exploratory factor analysis based on SPSS16.0. This paper studies the most important attribute of social media-sociality. Four main dimensions of sociality are obtained: interaction of social media, sharing of social media, openness of social media and demand of social media. And build social media social impact on the relationship between consumers and business quality factors model. To help enterprises to use social media effectively to carry out marketing activities, and to provide some theoretical and practical basis for the development of automobile marketing in China.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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