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

【摘要】：隨著網(wǎng)絡(luò)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(luò)營銷中起著關(guān)鍵性的作用，直接影響到企業(yè)的經(jīng)濟(jì)價(jià)值、產(chǎn)品收益、消費(fèi)者對(duì)產(chǎn)品的態(tài)度、消費(fèi)者的購買決策等。如何從UGC方面，提高企業(yè)的品牌價(jià)值，，成為企業(yè)管理者一直關(guān)注與探索的問題。雖然當(dāng)前國內(nèi)外的一些學(xué)者們對(duì)UGC的研究深入、范圍廣泛，但其大多數(shù)都停留在對(duì)UGC的靜態(tài)研究，為了彌補(bǔ)不足，本文從動(dòng)態(tài)視角深化和拓展UGC相關(guān)理論。對(duì)UGC在網(wǎng)絡(luò)營銷方面的研究，雖然已初具規(guī)模，但缺乏從動(dòng)態(tài)角度對(duì)其進(jìn)行思考，而隨著時(shí)間推移、評(píng)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(duì)UGC進(jìn)行研究已經(jīng)難以適應(yīng)網(wǎng)絡(luò)營銷的發(fā)展要求。 本文通過對(duì)靜態(tài)UGC相關(guān)理論進(jìn)行歸納總結(jié)，在此基礎(chǔ)上對(duì)B2C電子商務(wù)環(huán)境下UGC動(dòng)態(tài)演變過程進(jìn)行研究，分析并提出能夠全面、系統(tǒng)反應(yīng)UGC動(dòng)態(tài)演變過程的主要變量，利用計(jì)算機(jī)Java程序進(jìn)行網(wǎng)頁數(shù)據(jù)抓取，并用文本分析方法對(duì)數(shù)據(jù)進(jìn)行處理。以Iphone4手機(jī)為對(duì)象用小樣本數(shù)據(jù)探索了UGC動(dòng)態(tài)性的存在。在此基礎(chǔ)上，對(duì)UGC動(dòng)態(tài)演變過程的相關(guān)變量進(jìn)行了分析并提出假設(shè)。運(yùn)用時(shí)間序列回歸模型與因子分析模型對(duì)Iphone4手機(jī)數(shù)據(jù)進(jìn)行實(shí)證檢驗(yàn)，用Spss程序進(jìn)行測(cè)算，得出結(jié)論。最后，以測(cè)算結(jié)果為基礎(chǔ)，對(duì)UGC動(dòng)態(tài)演變過程進(jìn)行分析，探索其產(chǎn)生的原因，并提出對(duì)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(jià)值，獲得更大的經(jīng)濟(jì)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(xué)位授予單位】：哈爾濱工業(yè)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;F224

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