本文選題：B2C　切入點：電子商務　出處：《哈爾濱工業(yè)大學》2014年碩士論文

【摘要】：隨著網(wǎng)絡營銷的發(fā)展，UGC成為其最有活力的媒體形式之一。UGC在企業(yè)的網(wǎng)絡營銷中起著關鍵性的作用，直接影響到企業(yè)的經(jīng)濟價值、產(chǎn)品收益、消費者對產(chǎn)品的態(tài)度、消費者的購買決策等。如何從UGC方面，提高企業(yè)的品牌價值，，成為企業(yè)管理者一直關注與探索的問題。雖然當前國內(nèi)外的一些學者們對UGC的研究深入、范圍廣泛，但其大多數(shù)都停留在對UGC的靜態(tài)研究，為了彌補不足，本文從動態(tài)視角深化和拓展UGC相關理論。對UGC在網(wǎng)絡營銷方面的研究，雖然已初具規(guī)模，但缺乏從動態(tài)角度對其進行思考，而隨著時間推移、評論數(shù)量的增多，UGC也在逐漸發(fā)生變化，單純從靜態(tài)方面對UGC進行研究已經(jīng)難以適應網(wǎng)絡營銷的發(fā)展要求。 本文通過對靜態(tài)UGC相關理論進行歸納總結，在此基礎上對B2C電子商務環(huán)境下UGC動態(tài)演變過程進行研究，分析并提出能夠全面、系統(tǒng)反應UGC動態(tài)演變過程的主要變量，利用計算機Java程序進行網(wǎng)頁數(shù)據(jù)抓取，并用文本分析方法對數(shù)據(jù)進行處理。以Iphone4手機為對象用小樣本數(shù)據(jù)探索了UGC動態(tài)性的存在。在此基礎上，對UGC動態(tài)演變過程的相關變量進行了分析并提出假設。運用時間序列回歸模型與因子分析模型對Iphone4手機數(shù)據(jù)進行實證檢驗，用Spss程序進行測算，得出結論。最后，以測算結果為基礎，對UGC動態(tài)演變過程進行分析，探索其產(chǎn)生的原因，并提出對企業(yè)營銷決策的啟示，以期企業(yè)能夠以此提高自身品牌價值，獲得更大的經(jīng)濟效益。
[Abstract]:With the development of network marketing, UGC has become one of its most dynamic media forms. UGC plays a key role in the network marketing of enterprises, which directly affects the economic value of enterprises, product income and consumers' attitude towards products. How to improve the brand value of enterprises from the aspect of UGC has become a problem that enterprise managers have been paying close attention to and exploring. Although some scholars at home and abroad have studied UGC deeply and extensively, But most of them stay in the static research of UGC. In order to make up for the deficiency, this paper deepens and expands the related theory of UGC from the dynamic angle of view. Although the research on UGC in network marketing has begun to take shape, However, the lack of thinking from a dynamic point of view, and with the passage of time, the number of comments is also gradually changing, only from the static aspects of the UGC research has been difficult to adapt to the requirements of the development of network marketing. Based on the summary of static UGC theory, the dynamic evolution process of UGC in B2C E-commerce environment is studied, and the main variables which can comprehensively and systematically reflect the dynamic evolution process of UGC are analyzed and put forward. The Java program is used to capture the web page data, and the text analysis method is used to process the data. The existence of UGC dynamics is explored with small sample data from Iphone4 mobile phone. The related variables of UGC dynamic evolution process are analyzed and hypothesized. The Iphone4 mobile phone data are tested by time series regression model and factor analysis model, and calculated by Spss program. Finally, the conclusion is drawn. Based on the calculation results, this paper analyzes the dynamic evolution process of UGC, probes into the causes of its emergence, and puts forward the inspiration to the enterprise marketing decision, in the hope that the enterprise can improve its brand value and obtain more economic benefits.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F224

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