【摘要】：微信5.0版本后把微信公眾平臺(WeChat public platform)細分為服務號(server accounts)和訂閱號(Subscription),統(tǒng)稱公眾號(Official Accounts)。服務號只針對企業(yè)、社團、組織開放申請權限可以自定義回復欄目,且每月可群發(fā)一次圖文消息；訂閱號還能對個人開放申請權限,每日可以群發(fā)一次圖文消息。本文根據(jù)AISAS模型來研究公眾號的影響力效果,AISAS模型是日本電通公司在AIDMA模型上提出的,它由5個關鍵因素：引起注意、激發(fā)興趣、主動搜素、產(chǎn)生行動、分享信息組成。作者把引起注意、激發(fā)興趣和主動搜索的前半部分歸為粉絲凝聚階段,把主動搜索、產(chǎn)生行動、分享信息歸為粉絲經(jīng)營階段,這樣能夠直觀反應消費者行為。根據(jù)AISAS模型可知,企業(yè)在營銷過程中的影響力是先衰減再放大,然后循環(huán)至衰減結束。取其中一段企業(yè)微信公眾號的營銷過程來研究影響力效果,得出公眾號中的圖文閱讀次數(shù)、圖文閱讀人數(shù)、圖文分享轉發(fā)數(shù)是有相關性的,可利用一階回歸數(shù)學模型和SPSS軟件計算得出相關系數(shù),從而建立公眾號的影響力效果數(shù)學模型。可知,圖文閱讀人數(shù)對營銷影響力效果為0.493,而圖文轉發(fā)次數(shù)對對營銷影響力效果能夠達到9.078。作者據(jù)此給企業(yè)相關建議：第一要注重公眾號粉絲的積累；第二要甄別公眾號粉絲中的僵尸粉；第三要把公眾號的運行融入到品牌建設的戰(zhàn)略體系。
[Abstract]:WeChat version 5.0 subdivides WeChat Public platform (WeChat public platform) into Service number (server accounts) and Subscription account (Subscription), collectively known as Public number (Official Accounts). Service number is only for enterprises, organizations, organizations open application authority can be customized reply column, and can be sent once a month, Subscription account can also apply for permission to individuals, can be sent once a day. This paper studies the influence effect of public number according to AISAS model. It is proposed by Japan Dentsu Company on the AIDMA model. It consists of five key factors: attracting attention, arousing interest, actively searching elements, generating actions and sharing information. The author classifies the first half of attention arousing interest and active search as fan agglomeration stage active search generating action and sharing information as fan management stage which can reflect consumer behavior intuitively. According to AISAS model, the influence of enterprise in marketing process is first attenuated and then amplified, then circulates to the end of attenuation. Taking one of the marketing process of enterprise WeChat public number to study the effect of influence, it is concluded that the number of times of reading, the number of people reading, the number of sharing and forwarding are relevant. The first order regression mathematical model and SPSS software can be used to calculate the correlation coefficient, and the influence effect mathematical model of public number can be established. It can be seen that the effect of the number of readers on marketing influence is 0.493, while the number of times of text forwarding can reach 9.078. Based on this, the author gives relevant suggestions to enterprises: first, to pay attention to the accumulation of fans of the public number; second, to identify the zombie powder among the fans of the public number; third, to integrate the operation of the public number into the strategic system of brand building.
【學位授予單位】：北京化工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274

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本文編號：2144585