【摘要】：微博自誕生之后,因其發(fā)展速度之快、影響范圍之廣等而引起了學者們的廣泛關注。大量的研究競相涌現(xiàn),目前的研究主要集中在微博營銷這方面,微博營銷被業(yè)界稱為是“零成本”,能提高企業(yè)的經濟效益和社會效益。對于企業(yè)來說,理解微博傳播特點和影響微博傳播效果的因素,可以更好地使用微博,從而為企業(yè)帶來實際的經濟效益并提高品牌影響力。所以,研究微博傳播效果的影響因素,有助于企業(yè)建立完善的微博營銷理論體系,從而推動微博營銷的快速健康發(fā)展。本文研究內容如下：第一章闡述了論文研究的背景和意義、研究方法和技術路線、研究內容和創(chuàng)新點,并在文獻綜述部分總結了國內外微博的研究現(xiàn)狀。第二章從企業(yè)微博、企業(yè)微博傳播模式、企業(yè)微博傳播要素進行概念描述。第三章采用專家訪談法和文獻分析法構建企業(yè)微博傳播效果模型并提出相關假設。第四章根據(jù)收集的調查問卷進行數(shù)據(jù)統(tǒng)計與分析并構建結構方程,驗證了影響企業(yè)微博傳播效果的主要因素有回復率、轉發(fā)率和活動參與度。第五章根據(jù)研究的結果,從微博營銷和經營管理的角度提出了相應的建議,從微博營銷的角度建議企業(yè)應該：注重企業(yè)“微回復”,打造“質”、“量”兼?zhèn)涞膬?yōu)秀傳播平臺；促進用戶“微轉發(fā)”,使品牌在裂變傳播中迅速增值；舉辦時效“微活動”,讓用戶享受“微營銷”帶來的樂趣。從微博管理的角度,建議從用戶、品牌這兩個方向對企業(yè)微博進行管理。本文研究創(chuàng)新點主要在：(1)通過專家訪談和文獻分析法,將企業(yè)微博傳播過程分為：“信息定位——信息關注——信息互動”,“信息定位”是以分析市場為研究目的、“信息關注”是以企業(yè)曝光受到關注為研究目的、“信息互動”是以企業(yè)與用戶互動交流為研究目的。從定性分析角度,提取微博傳播過程中的影響因素并構建企業(yè)微博傳播效果的模型。(2)通過問卷調查和構建結構方程,首先從用戶的角度去調查企業(yè)微博傳播效果的影響因素,再根據(jù)得到的數(shù)據(jù)驗證相關假設并修正模型,得到企業(yè)微博傳播效果測量模型。從定量分析的角度得到更為合理的模型,對企業(yè)實行戰(zhàn)略化微博營銷和管理提供理論支持。
[Abstract]:Since Weibo was born, scholars have paid close attention to Weibo because of its rapid development and wide range of influence. A large number of studies have emerged in competition. At present, the research is mainly focused on Weibo marketing, which is called "zero cost" by the industry, which can improve the economic and social benefits of enterprises. For enterprises, understanding the transmission characteristics of Weibo and the factors that affect the transmission effect of Weibo can make better use of Weibo, thus bring actual economic benefits and improve brand influence for enterprises. Therefore, to study the influencing factors of Weibo's communication effect is helpful for enterprises to establish a perfect theoretical system of Weibo's marketing, so as to promote the rapid and healthy development of Weibo's marketing. The main contents of this paper are as follows: the first chapter describes the background and significance of the research, research methods and technical routes, research content and innovation, and summarizes the domestic and foreign Weibo's research status in the literature review part. The second chapter describes the concept of Weibo, Weibo communication mode and Weibo communication elements. The third chapter uses expert interview method and literature analysis method to construct the transmission effect model of enterprise Weibo and put forward related hypotheses. The fourth chapter makes statistics and analysis according to the questionnaire collected and constructs the structural equation. It verifies that the main factors affecting the transmission effect of Weibo are the response rate, forwarding rate and activity participation. According to the results of the research, the fifth chapter puts forward the corresponding suggestions from the perspective of Weibo marketing and management, and from the perspective of Weibo marketing, suggests that enterprises should: pay attention to the enterprise "micro-recovery", create "quality", "quantity" of the excellent communication platform; Promote the user "microforwarding", make the brand in fission spread quickly add value; organize time "microevent", let the user enjoy the fun of "micromarketing". From Weibo management angle, suggests from the user, the brand these two directions carries on the management to the enterprise Weibo. This paper mainly studies the innovation points in: (1) through the expert interview and the literature analysis method, divides the enterprise Weibo dissemination process into: "information localization-information concern-information interaction", "information localization" is to analyze the market for the research purpose, "Information concern" is the purpose of enterprise exposure, and "information interaction" is the purpose of enterprise and user interaction. From the perspective of qualitative analysis, this paper extracts the influencing factors in Weibo's communication process and constructs a model of the transmission effect of the enterprise Weibo. (2) through questionnaire survey and construction of structural equation, Firstly, the factors influencing the transmission effect of Weibo are investigated from the user's point of view, and then the relevant hypotheses are verified and the model is modified according to the obtained data. A more reasonable model is obtained from the angle of quantitative analysis, which provides theoretical support for the strategic marketing and management of Weibo.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;G206

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本文編號：2386785