本文選題：微博 + 意見領(lǐng)袖��； 參考：《安徽財經(jīng)大學》2015年碩士論文

【摘要】：伴隨“互聯(lián)網(wǎng)+”戰(zhàn)略規(guī)劃落實,我國已進入電子商務(wù)發(fā)展的黃金時期,互聯(lián)網(wǎng)時代區(qū)別于工業(yè)化時代的顯著特征之一,即虛擬世界構(gòu)成新的維度,現(xiàn)實民眾可以生活于虛擬空間中,并且其虛擬生活期限逐漸超越現(xiàn)實�；跁r代特征與國家戰(zhàn)略需求,傳統(tǒng)企業(yè)生產(chǎn)經(jīng)營模式已難以適應(yīng)經(jīng)濟新常態(tài),營銷作為企業(yè)產(chǎn)品或服務(wù)與消費者接觸的重要一環(huán),吸引管理層較高的注意力與關(guān)注度。微博、微信等社會化媒體工具已成為公眾生活的重要組成部分,尤其是微博信息爆炸式、病毒式傳播方式以及極高的輿論影響力,備受企業(yè)營銷人員認同與追捧。基于微博平臺的意見領(lǐng)袖集傳播者、影響者于一體,依靠粉絲規(guī)模效應(yīng)影響受眾注意力與偏好變化,因此,研究微博意見領(lǐng)袖對提升企業(yè)品牌影響力的實際效用具有理論與現(xiàn)實意義。然而,現(xiàn)如今國內(nèi)外學者研究焦點較多的集中于微博意見領(lǐng)袖的監(jiān)測、類別劃分與特征分析等,針對其與品牌營銷間關(guān)系的論證相對較少。本文采用文獻閱讀與實證分析、定性與定量相結(jié)合的研究方式,以所梳理總結(jié)的國內(nèi)外學者與微博意見領(lǐng)袖、品牌影響力相關(guān)的論點、論據(jù)為理論基礎(chǔ),提取視覺性、專業(yè)性、交互性、活躍性為微博意見領(lǐng)袖的測量變量,品牌形象力、品牌說服力、品牌凝聚力為品牌影響力的評價標準,以關(guān)系強度、感知價值等情感因素為中介變量,基于人際傳播理論、“沉默的螺旋”理論、社會網(wǎng)絡(luò)理論、結(jié)構(gòu)洞理論、顧客感知價值理論以及刺激——反映理論為基礎(chǔ),構(gòu)建結(jié)構(gòu)模型,設(shè)計調(diào)研問卷,并運用統(tǒng)計學軟件SPSS20.0、AMOS21.0分析收集調(diào)研數(shù)據(jù),驗證假設(shè)的真實性。根據(jù)實證結(jié)果,得出如下結(jié)論:(1)意見領(lǐng)袖以微博為“基地”搭建用戶間交互新模式,提升企業(yè)品牌影響力;(2)微博意見領(lǐng)袖賦品牌予情感價值,以規(guī)范化信息、專業(yè)性服務(wù)增強企業(yè)品牌影響力;(3)“價值”是連接微博意見領(lǐng)袖與用戶間關(guān)系的紐帶;最后,依據(jù)上述結(jié)論,為傳統(tǒng)企業(yè)的實際營銷策略提供建議與參考,并回顧論證過程中存在的局限性、未來展望及可行性研究。
[Abstract]:With the implementation of the "Internet" strategic plan, China has entered the golden period of e-commerce development. One of the remarkable characteristics of the Internet era is that the virtual world constitutes a new dimension, which is different from the industrialization era. Real people can live in virtual space, and their virtual life span gradually transcends reality. Based on the characteristics of the times and the national strategic demand, the traditional enterprise production and management mode has been difficult to adapt to the new normal economy. As an important part of the contact between the products or services of enterprises and consumers, marketing attracts the higher attention and attention of the management. Weibo, WeChat and other social media tools have become an important part of public life, especially Weibo information explosion, viral dissemination and extremely high influence of public opinion, which has been recognized and sought after by enterprise marketers. The opinion leaders based on Weibo platform gather communicators and influencers, and depend on the effect of fan size to influence the attention and preference of the audience. It is of theoretical and practical significance to study the practical utility of Weibo opinion leaders to enhance the brand influence of enterprises. However, nowadays, many scholars at home and abroad focus on the monitoring, classification and feature analysis of Weibo opinion leaders, and there are relatively few arguments on the relationship between them and brand marketing. This article adopts the literature reading and the empirical analysis, the qualitative and the quantitative research method, combs and summarizes the domestic and foreign scholars and the Weibo opinion leader, the brand influence related argument, the argument as the theoretical foundation, extracts the visual, specialized, Interactivity and activity are the measurement variables of Weibo opinion leaders, brand image power, brand persuasion, brand cohesion as the evaluation standard of brand influence, and emotional factors such as relationship intensity, perceived value as intermediary variables. Based on the interpersonal communication theory, the "spiral of silence" theory, the social network theory, the structure hole theory, the customer perception value theory and the stimulus-reflection theory, the structure model is constructed and the questionnaire is designed. The statistical software SPSS 20.0 and AMOS21.0 were used to collect the survey data to verify the validity of the hypothesis. According to the empirical results, the following conclusions can be drawn: (1) opinion leaders use Weibo as a "base" to build a new model of interaction between users, and enhance the brand influence of enterprises. (2) the opinion leaders of Weibo assign brand value to emotional value, so as to standardize the information. "value" is the link between Weibo opinion leaders and users. Finally, based on the above conclusions, it provides suggestions and references for the actual marketing strategies of traditional enterprises. The limitations, future prospects and feasibility study in the process of argumentation are reviewed.
【學位授予單位】：安徽財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F273.2;G206

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