本文選題：企業(yè)微博　切入點(diǎn)：商業(yè)價(jià)值　出處：《安徽大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的發(fā)展,尤其是互聯(lián)網(wǎng)社交媒體的發(fā)展,極大地改變了人們的溝通方式和信息傳遞模式。在現(xiàn)有的主要社交媒體(微博、社交網(wǎng)站、視頻分享網(wǎng)站和開放式百科全書)中,微博已經(jīng)成為目前發(fā)展最快的應(yīng)用之一。人們可以通過開放的微博平臺(tái)發(fā)布信息、獲取資訊、進(jìn)行互動(dòng)交流和形成粉絲圈等；同時(shí)微博這種新興社交媒體,因?yàn)榫哂幸?guī)模巨大的用戶基數(shù)、信息傳播速度快、傳播范圍廣和使用成本低的特點(diǎn),成為媒體傳播、輿情監(jiān)控、品牌宣傳的重要平臺(tái)。 當(dāng)前,許多企業(yè)和機(jī)構(gòu)都已開通了微博,并在微博上進(jìn)行多種形式的推廣和營(yíng)銷活動(dòng)。以電子商務(wù)行業(yè)為例,絕大多數(shù)的電子商務(wù)企業(yè)都開設(shè)了官方微博。企業(yè)在微博上獲得粉絲關(guān)注,聚集人氣,通過恰當(dāng)微博營(yíng)銷將注意力轉(zhuǎn)化成購(gòu)買力、將粉絲轉(zhuǎn)化為消費(fèi)者,從而實(shí)現(xiàn)營(yíng)銷收入；同時(shí)微博對(duì)企業(yè)獲得良好的品牌推廣、有效維護(hù)客戶聯(lián)系、積極收集有效信息、迅速進(jìn)行危機(jī)處理等方面等能起到積極的作用。 但是,微博給企業(yè)的商業(yè)價(jià)值究竟有什么樣的影響?這一問題目前在學(xué)術(shù)界還沒有確定的結(jié)果。因此,本論文以國(guó)內(nèi)主流的電子商務(wù)企業(yè)微博為數(shù)據(jù)源,系統(tǒng)分析了企業(yè)微博商業(yè)價(jià)值并進(jìn)行定量化研究。論文從企業(yè)角度和用戶角度全面地分析了企業(yè)使用微博與用戶參與微博的組織和個(gè)人行為,通過建立電商企業(yè)微博商業(yè)價(jià)值度量模型,從企業(yè)屬性、用戶行為、企業(yè)行為、微博內(nèi)容等多個(gè)維度研究企業(yè)微博對(duì)于電子商務(wù)企業(yè)的商業(yè)價(jià)值的影響,從而為電子商務(wù)企業(yè)深刻理解用戶參與企業(yè)微博行為,制定社會(huì)化媒體戰(zhàn)略,提升企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)奠定基礎(chǔ)。 本論文的主要工作和貢獻(xiàn)為： 1、提出了一個(gè)綜合企業(yè)和用戶視角的電子商務(wù)企業(yè)微博商業(yè)價(jià)值度量模型,從企業(yè)屬性、用戶行為、企業(yè)行為、微博內(nèi)容等四個(gè)方面來度量企業(yè)微博的商業(yè)價(jià)值。從我們掌握的文獻(xiàn)資料看,目前國(guó)內(nèi)還很少有類似的工作。 2、以國(guó)內(nèi)5家電子商務(wù)企業(yè)微博為數(shù)據(jù)源,基于問卷調(diào)查和數(shù)據(jù)分析的方法開展了實(shí)證工作,對(duì)不同電子商務(wù)企業(yè)微博的商業(yè)價(jià)值進(jìn)行了定量對(duì)比分析。 3、基于數(shù)據(jù)的對(duì)比分析結(jié)果,給出了電子商務(wù)企業(yè)進(jìn)一步開發(fā)利用企業(yè)微博、提升企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)的若干策略建議。 隨著我國(guó)微博發(fā)展的迅速,越來越多的企業(yè)已經(jīng)意識(shí)到微博潛在的商業(yè)契機(jī)和價(jià)值。如何使微博發(fā)揮效用、提升企業(yè)商業(yè)價(jià)值,成為學(xué)術(shù)界和企業(yè)共同關(guān)注的焦點(diǎn)問題。本文的研究從企業(yè)微博的特點(diǎn)出發(fā),結(jié)合了現(xiàn)有的效用評(píng)價(jià)模型對(duì)企業(yè)微博的商業(yè)價(jià)值進(jìn)行了研究。論文結(jié)果對(duì)于相關(guān)企業(yè)利用微博開展商業(yè)運(yùn)作,制定營(yíng)銷策略等具有一定的實(shí)用價(jià)值,對(duì)于進(jìn)一步發(fā)揮微博數(shù)據(jù)的商業(yè)價(jià)值、促進(jìn)微博數(shù)據(jù)相關(guān)的研究與應(yīng)用也具有一定的參考意義。
[Abstract]:The development of Internet technology, especially the development of Internet social media, has greatly changed the way people communicate and the mode of information transmission. In video sharing websites and open encyclopedia, Weibo has become one of the fastest growing applications. People can publish information, obtain information, interact with each other and form fan circles through the open Weibo platform. At the same time, Weibo, a new social media, is an important platform for media communication, public opinion monitoring and brand propaganda because of its huge user base, fast information dissemination, wide range of dissemination and low cost of use. At present, many enterprises and institutions have opened Weibo and have carried out various forms of promotion and marketing activities on Weibo. Take the e-commerce industry as an example. Most of the e-commerce enterprises have set up official Weibo. The enterprises have gained the attention of fans, gathered the popularity, and transformed their attention into purchasing power and the fans into consumers through proper Weibo marketing, so as to realize the marketing income. At the same time, Weibo can play a positive role in enterprises to obtain good brand promotion, effectively maintain customer contact, actively collect effective information, quickly handle the crisis and so on. But what kind of influence does Weibo have to the business value of the enterprise? At present, there is no definite result of this problem in academic circles. Therefore, this paper takes Weibo, the mainstream e-commerce enterprise in China, as the data source. This paper systematically analyzes the business value of Weibo and carries out quantitative research. From the perspective of enterprise and user, the paper comprehensively analyzes the organization and individual behavior of the enterprise participating in Weibo from the perspective of enterprise and user. Through the establishment of Weibo commercial value measurement model of e-commerce enterprises, this paper studies the influence of the business value on e-commerce enterprises from the aspects of enterprise attribute, user behavior, enterprise behavior, Weibo content and so on. Thus, it lays the foundation for e-commerce enterprises to deeply understand the user's participation in Weibo's behavior, to formulate social media strategy, and to enhance the competitive advantage of enterprises. The main contributions of this thesis are as follows:. 1. Put forward a comprehensive enterprise and user perspective of e-commerce enterprise Weibo business value measurement model, from the enterprise attributes, user behavior, enterprise behavior, Weibo's content and other four aspects to measure the business value of the enterprise Weibo. From the literature we have, there are few similar work in China at present. 2. Taking Weibo of 5 domestic e-commerce enterprises as the data source, the empirical work is carried out based on questionnaire survey and data analysis, and the quantitative comparative analysis of the commercial value of Weibo in different e-commerce enterprises is carried out. 3. Based on the results of the comparative analysis of the data, some suggestions on how to further develop and utilize Weibo and enhance the competitive advantage of e-commerce enterprises are given. With the rapid development of Weibo in China, more and more enterprises have realized the potential commercial opportunity and value of Weibo. The research of this paper is based on the characteristics of Weibo. Combined with the existing utility evaluation model, the paper studies the business value of Weibo. The results of the paper have some practical value for the relevant enterprises to use Weibo to carry out business operations and formulate marketing strategies. It also has some reference significance for further exerting the commercial value of Weibo data and promoting the research and application of Weibo data.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F724.6;F274

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