【摘要】：微博從誕生到成長,經(jīng)歷了從單純的即時通訊工具到綜合型社交網(wǎng)絡(luò)平臺的變更,其商業(yè)價值也被不斷地被企業(yè)挖掘出來。如今越來越多的企業(yè)將微博作為一種營銷手段,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行著微博營銷。 B2C電子商務(wù)是所有細(xì)分領(lǐng)域當(dāng)中競爭最為激烈的,行業(yè)內(nèi)領(lǐng)先的前十家企業(yè)占據(jù)了90%的市場,其中天貓和京東更是形成了兩強爭霸的局面。在如此激烈的競爭中,任何企業(yè)都不會放棄嘗試一種新的營銷手段,如微博。B2C企業(yè)自2009年開始先后注冊了微博官方賬號,其官方微博也經(jīng)歷了初步發(fā)展、快速成長、逐漸成熟的過程,但是B2C企業(yè)微博營銷內(nèi)容究竟能在多大程度上增強消費者對微博的信任,又能將多少消費者通過微博粉絲轉(zhuǎn)化為渠道粉絲,這是本文所希望解決的問題。 本文通過理論分析和實證研究相結(jié)合的方法,從微博營銷內(nèi)容著手,將其劃分為企業(yè)微博內(nèi)容、媒體微博內(nèi)容、消費者微博內(nèi)容和互動內(nèi)容四個維度。其中前三個維度是針對于消費者在瀏覽B2C企業(yè)微博時被動接收到的信息,并根據(jù)其信息源不同進行分類,對于著來自一方、三方和二方的信息內(nèi)容；第四個維度是針對消費者在瀏覽B2C企業(yè)微博時通過交流互動而主動獲取的信息。通過文獻分析,結(jié)合B2C企業(yè)微博的實際情況,本文闡述了微博營銷內(nèi)容、消費者對微博的信任度和消費者的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。之后通過問卷調(diào)查和數(shù)據(jù)分析,驗證了研究假設(shè),并對模型進行了修正。研究結(jié)果可以歸納為三點結(jié)論：首先,所有四個維度的內(nèi)容都能增強消費者對企業(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作用,消費者微博內(nèi)容和互動內(nèi)容具有較為顯著的增強作用；其次,消費者微博內(nèi)容和互動內(nèi)容可以增強消費者的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)容不能增強消費者的B2C渠道偏好；再次,消費者對于微博的信任,并不能直接轉(zhuǎn)化為消費者對其B2C渠道的偏好。 基于上述研究結(jié)論,本文提出三點建議。首先是企業(yè)應(yīng)繼續(xù)加強微博營銷,并對微博內(nèi)容進行合理調(diào)整,以增強消費者對微博的信任度；其次是企業(yè)應(yīng)注重與消費者的互動,及時解決消費者的問題,只有這樣才能增強微博粉絲對于其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),僅僅依靠微博營銷,宣傳企業(yè)正面形象是不足以令消費者信服的,而是要依靠過硬的整體實力說話。
[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】：北京外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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本文編號：2377319