【摘要】：微博從誕生到成長(zhǎng),經(jīng)歷了從單純的即時(shí)通訊工具到綜合型社交網(wǎng)絡(luò)平臺(tái)的變更,其商業(yè)價(jià)值也被不斷地被企業(yè)挖掘出來(lái)。如今越來(lái)越多的企業(yè)將微博作為一種營(yíng)銷(xiāo)手段,而作為與互聯(lián)網(wǎng)有著天然緊密聯(lián)系的電子商務(wù)企業(yè),也都在不同程度上進(jìn)行著微博營(yíng)銷(xiāo)。 B2C電子商務(wù)是所有細(xì)分領(lǐng)域當(dāng)中競(jìng)爭(zhēng)最為激烈的,行業(yè)內(nèi)領(lǐng)先的前十家企業(yè)占據(jù)了90%的市場(chǎng),其中天貓和京東更是形成了兩強(qiáng)爭(zhēng)霸的局面。在如此激烈的競(jìng)爭(zhēng)中,任何企業(yè)都不會(huì)放棄嘗試一種新的營(yíng)銷(xiāo)手段,如微博。B2C企業(yè)自2009年開(kāi)始先后注冊(cè)了微博官方賬號(hào),其官方微博也經(jīng)歷了初步發(fā)展、快速成長(zhǎng)、逐漸成熟的過(guò)程,但是B2C企業(yè)微博營(yíng)銷(xiāo)內(nèi)容究竟能在多大程度上增強(qiáng)消費(fèi)者對(duì)微博的信任,又能將多少消費(fèi)者通過(guò)微博粉絲轉(zhuǎn)化為渠道粉絲,這是本文所希望解決的問(wèn)題。 本文通過(guò)理論分析和實(shí)證研究相結(jié)合的方法,從微博營(yíng)銷(xiāo)內(nèi)容著手,將其劃分為企業(yè)微博內(nèi)容、媒體微博內(nèi)容、消費(fèi)者微博內(nèi)容和互動(dòng)內(nèi)容四個(gè)維度。其中前三個(gè)維度是針對(duì)于消費(fèi)者在瀏覽B2C企業(yè)微博時(shí)被動(dòng)接收到的信息,并根據(jù)其信息源不同進(jìn)行分類(lèi),對(duì)于著來(lái)自一方、三方和二方的信息內(nèi)容；第四個(gè)維度是針對(duì)消費(fèi)者在瀏覽B2C企業(yè)微博時(shí)通過(guò)交流互動(dòng)而主動(dòng)獲取的信息。通過(guò)文獻(xiàn)分析,結(jié)合B2C企業(yè)微博的實(shí)際情況,本文闡述了微博營(yíng)銷(xiāo)內(nèi)容、消費(fèi)者對(duì)微博的信任度和消費(fèi)者的B2C渠道偏好三者之間的關(guān)系,推理出研究假設(shè),構(gòu)建了理論模型。之后通過(guò)問(wèn)卷調(diào)查和數(shù)據(jù)分析,驗(yàn)證了研究假設(shè),并對(duì)模型進(jìn)行了修正。研究結(jié)果可以歸納為三點(diǎn)結(jié)論：首先,所有四個(gè)維度的內(nèi)容都能增強(qiáng)消費(fèi)者對(duì)企業(yè)微博的信任度,其中企業(yè)微博內(nèi)容和媒體微博內(nèi)容具有非常顯著的增強(qiáng)作用,消費(fèi)者微博內(nèi)容和互動(dòng)內(nèi)容具有較為顯著的增強(qiáng)作用；其次,消費(fèi)者微博內(nèi)容和互動(dòng)內(nèi)容可以增強(qiáng)消費(fèi)者的B2C渠道偏好,但是作用較為微弱,企業(yè)微博內(nèi)容和媒體微博內(nèi)容不能增強(qiáng)消費(fèi)者的B2C渠道偏好；再次,消費(fèi)者對(duì)于微博的信任,并不能直接轉(zhuǎn)化為消費(fèi)者對(duì)其B2C渠道的偏好。 基于上述研究結(jié)論,本文提出三點(diǎn)建議。首先是企業(yè)應(yīng)繼續(xù)加強(qiáng)微博營(yíng)銷(xiāo),并對(duì)微博內(nèi)容進(jìn)行合理調(diào)整,以增強(qiáng)消費(fèi)者對(duì)微博的信任度；其次是企業(yè)應(yīng)注重與消費(fèi)者的互動(dòng),及時(shí)解決消費(fèi)者的問(wèn)題,只有這樣才能增強(qiáng)微博粉絲對(duì)于其B2C渠道的偏好度；最后是企業(yè)應(yīng)注重渠道的整體建設(shè),僅僅依靠微博營(yíng)銷(xiāo),宣傳企業(yè)正面形象是不足以令消費(fèi)者信服的,而是要依靠過(guò)硬的整體實(shí)力說(shuō)話。
[Abstract]:From birth to growth, Weibo has experienced changes from simple instant messaging tools to integrated social networking platforms, and its commercial value has been constantly excavated by enterprises. Nowadays, more and more enterprises regard Weibo as a kind of marketing means, and as an electronic commerce enterprise with natural and close connection with the Internet, they are also carrying on Weibo marketing in varying degrees. B2C e-commerce is the most competitive in all the subdivision areas, the top 10 enterprises in the industry occupy 90% of the market, Tmall and JingDong have formed the situation of the two powers competing for hegemony. In such fierce competition, no enterprise will give up trying a new marketing method. For example, Weibo. B2C enterprises have successively registered the official Weibo account number since 2009, and its official Weibo has also experienced initial development and rapid growth. Gradually mature process, but B2C enterprise Weibo marketing content to what extent can enhance consumer's trust to Weibo, and how many consumers can be transformed into channel fans through Weibo fans, this is the problem this article hopes to solve. By combining theoretical analysis with empirical research, this paper divides Weibo's marketing content into four dimensions: the content of the enterprise, the content of the media, the content of the consumer, and the content of the interaction. The first three dimensions are aimed at the information received passively by consumers while browsing B2C enterprise Weibo, and classified according to their different sources of information, for the information content from one side, three parties and two sides; The fourth dimension is aimed at the information that consumers get through communication and interaction when browsing Weibo of B2C enterprise. Through literature analysis, combined with the actual situation of Weibo in B2C enterprise, this paper expounds the relationship among the content of Weibo marketing, the trust degree of consumers to Weibo and the consumers' B2C channel preference, deduces the research hypotheses and constructs the theoretical model. Then the research hypothesis is verified by questionnaire and data analysis, and the model is modified. The results of the study can be summarized into three conclusions: first, all four dimensions of content can enhance consumers' trust in enterprise Weibo, among which the content of enterprise Weibo and the content of media Weibo have a very significant enhancement effect. The content of consumer Weibo and the interactive content have obvious enhancement function; Secondly, the content and interactive content of consumer Weibo can enhance consumers' B2C channel preference, but the effect is weak. The content of enterprise Weibo and media Weibo can not enhance consumers' B2C channel preference. Again, the trust of consumers to Weibo, can not be directly transformed into consumer preference for its B-2 C channel. Based on the above conclusions, this paper puts forward three suggestions. First of all, enterprises should continue to strengthen Weibo's marketing, and reasonable adjustment to the content of Weibo, in order to enhance consumers' confidence in Weibo; Secondly, enterprises should pay attention to the interaction with consumers, solve the problems of consumers in time, only in this way can enhance Weibo fans' preference degree for its B2C channel; Finally, the enterprise should pay attention to the overall construction of channels, only rely on Weibo marketing, propaganda of the positive image of the enterprise is not enough to convince consumers, but rely on strong overall strength to speak.
【學(xué)位授予單位】：北京外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274

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本文編號(hào)：2377319