【摘要】：近年來,隨著web2.0技術(shù)的發(fā)展與智能手機(jī)、平板電腦等移動(dòng)互聯(lián)網(wǎng)終端的普及,中國的社會(huì)化媒體取得了極速發(fā)展,社會(huì)化媒體用戶數(shù)量也呈現(xiàn)爆發(fā)式增長。社會(huì)化媒體的普及不僅極大影響了企業(yè)品牌營銷環(huán)境,也改變了消費(fèi)者行為模式,符合時(shí)代氣息的AISAS消費(fèi)者行為模型應(yīng)運(yùn)而生。在這樣的時(shí)代背景中,消費(fèi)者的需求和價(jià)值感知也發(fā)生重大變化,僅通過產(chǎn)品、服務(wù)等核心價(jià)值,越來越難以吸引消費(fèi)者。在營銷活動(dòng)中,重視與顧客之間的深層情感聯(lián)系,為顧客創(chuàng)造更多的附加價(jià)值,成為企業(yè)提高顧客忠誠度、保持企業(yè)持久競爭優(yōu)勢的重要源泉�；谶@樣的現(xiàn)實(shí),越來越多的企業(yè)意識(shí)到了社會(huì)化媒體和顧客價(jià)值的重要性,然而在學(xué)術(shù)界還沒有出現(xiàn)針對社會(huì)化媒體顧客價(jià)值的研究。本文在對社會(huì)化媒體的相關(guān)概念進(jìn)行回顧的基礎(chǔ)上,借鑒學(xué)者們針對網(wǎng)絡(luò)顧客價(jià)值的研究,結(jié)合AISAS消費(fèi)者行為模型,提出了全新的社會(huì)化媒體顧客價(jià)值的概念,并對其內(nèi)涵和維度作了界定。營銷就是在為顧客創(chuàng)造價(jià)值的過程中爭取顧客、保留顧客并培養(yǎng)顧客忠誠。針對獨(dú)具特色的社會(huì)化媒體顧客價(jià)值,企業(yè)是否應(yīng)當(dāng)給予同樣的重視,對這些需求和價(jià)值的滿足,是否同樣能夠形成品牌忠誠?基于對這些問題的思考,本文將品牌信任作為中介變量,構(gòu)建了社會(huì)化媒體顧客價(jià)值與品牌忠誠關(guān)系模型,并通過實(shí)證研究,證明了社會(huì)化媒體顧客功能價(jià)值、心理價(jià)值與品牌忠誠的正相關(guān)關(guān)系,且品牌信任在社會(huì)化媒體顧客價(jià)值對品牌忠誠的正向影響中起部分中介作用。本文的創(chuàng)新點(diǎn)在于提出了區(qū)別于傳統(tǒng)顧客價(jià)值的社會(huì)化媒體顧客價(jià)值。文章從社會(huì)化媒體這一寬泛的整體入手,結(jié)合AISAS消費(fèi)者行為模型,著眼于其中區(qū)別于網(wǎng)絡(luò)顧客價(jià)值的獨(dú)特屬性,提出普遍適用于社會(huì)化媒體營銷的顧客價(jià)值,并對其與品牌信任、品牌忠誠的關(guān)系進(jìn)行了實(shí)證研究。從理論意義上來說,填補(bǔ)了社會(huì)化媒體顧客價(jià)值與品牌忠誠相關(guān)研究方面的空白,是一個(gè)大膽的嘗試;從現(xiàn)實(shí)意義上來說,為企業(yè)利用多種形式的社會(huì)化媒體工具進(jìn)行品牌營銷、創(chuàng)造品牌忠誠提供了思路和建議。
[Abstract]:In recent years, with the development of web2.0 technology and the popularity of mobile Internet terminals such as smart phones and tablets, social media in China has made extremely rapid development, and the number of social media users has increased explosively. The popularity of social media has not only greatly affected the enterprise brand marketing environment, but also changed the consumer behavior model. The AISAS consumer behavior model, which is in line with the times, came into being. In such a background, consumers' needs and value perception also change significantly, only through products, services and other core values, it is more and more difficult to attract consumers. In marketing activities, we should pay attention to the deep emotional relationship with customers, create more additional value for customers, and become an important source for enterprises to improve customer loyalty and maintain their lasting competitive advantage. Based on this reality, more and more enterprises realize the importance of social media and customer value. However, there is no research on social media customer value in academic circles. On the basis of reviewing the related concepts of social media, this paper proposes a new concept of social media customer value based on the research of online customer value and AISAS consumer behavior model. And its connotation and dimension are defined. Marketing is to win over customers, retain customers and cultivate customer loyalty in the process of creating value for customers. In view of the unique social media customer value, should the enterprise give the same attention to these needs and value satisfaction, whether the same can form brand loyalty? Based on the consideration of these problems, this paper takes brand trust as an intermediary variable, constructs a model of the relationship between social media customer value and brand loyalty, and proves the social media customer function value through empirical research. The relationship between psychological value and brand loyalty is positive, and brand trust plays an intermediary role in the positive influence of social media customer value on brand loyalty. The innovation point of this paper is to put forward the customer value of social media which is different from the traditional customer value. This paper starts with the social media as a whole, combines with the AISAS consumer behavior model, and focuses on the unique attributes which are different from the network customer value, and puts forward the customer value which is generally applicable to the social media marketing. And the relationship with brand trust and brand loyalty is empirically studied. Theoretically speaking, it is a bold attempt to fill the gap in the research of social media customer value and brand loyalty. In practical sense, it provides ideas and suggestions for enterprises to use various forms of social media tools to carry out brand marketing and create brand loyalty.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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本文編號(hào)：2430137