本文選題：電商企業(yè)　切入點：微博營銷　出處：《西安電子科技大學》2015年碩士論文　論文類型：學位論文

【摘要】：自2006年Twitter創(chuàng)立以來,微博作為一個新興的社會化媒體平臺逐漸進入了大眾的視野。截止到2013年二季度末,中國微博注冊用戶數(shù)量達到了3.31億,占到了全部網民數(shù)量的56.12%,較上年底增長了1.3個百分點。微博的蓬勃發(fā)展使互聯(lián)網信息傳播模式邁入了一個嶄新的平臺。隨著微博的深入發(fā)展及壯大,它的草根性、便捷性、互動性與及時性不僅改變了人們對信息的接收行為和傳遞方式,同時也吸引了全球社會各界的關注,進而使互聯(lián)網信息傳播模式邁上了一個嶄新的平臺。在這個時候,越來越多的企業(yè)及其營銷人員也注意到微博這一新媒體的誕生,其影響力日漸上升,經濟價值逐步凸顯。在當今網絡經濟飛速發(fā)展的背景之下,微博營銷已然成為了現(xiàn)代企業(yè)網絡營銷的一種重要方式與手段。電商企業(yè)因其具有的網絡化特征,即利用網絡平臺直接與消費者進行互動,因此,在電商企業(yè)中實施微博營銷活動對企業(yè)運營非常效果重要。本文在搜集與整理國內外相關文獻的基礎上,結合國內微博的發(fā)展趨勢,運用消費者品牌認知及微博營銷的相關理論,采取了定量和定性分析相結合的方法,將西安市在校大學生作為此次研究的調查對象進行問卷調查,對回收到的702個有效樣本運用SPSS19.0以及AMOS17.0軟件進行了描述性統(tǒng)計分析、信度與效度分析、因子分析與驗證性因子分析、相關分析和回歸分析,以探求電商企業(yè)微博營銷與消費者品牌認知之間的影響關系。本文通過探求兩者之間的關系,找出影響消費者品牌認知的因素,為電商企業(yè)更好地進行微博營銷提供建議與策略。本文主要包括三大部分,第一部分主要是緒論和相關概念及理論;第二部分為通過構建模型、提出假設、問卷調查、數(shù)據(jù)處理等一系列實證分析,探求哪些因子通過電商企業(yè)微博營銷對消費者品牌認知產生影響;第三部分為電商企業(yè)如何進行微博營銷提出相對應的對策與研究結論與展望。結果表明影響電商企業(yè)微博營銷的因子有:信息質量、互動性、信任度、知名度及社會責任感。根據(jù)最終的研究結果,為電商企業(yè)如何進行微博營銷提出了五條建議對策,即要提高消費者品牌認知度,需從提高微博信息質量、增強電商企業(yè)微營銷互動性、采取有效營銷方式提高消費者信任度、提升電商企業(yè)自身品牌知名度及加強電商企業(yè)社會責任感這幾個角度入手。
[Abstract]:Since 2006, Twitter founded micro-blog, as a new social media platform has gradually entered the public. By the end of the two quarter of 2013, the number of China micro-blog registered users reached 331 million, accounted for 56.12% of the total number of Internet users, an increase of 1.3 percentage points compared with the end. The vigorous development of micro-blog's Internet information communication mode has entered a new platform. With micro-blog's strong and in-depth development, grassroots, its convenience, interactivity and timeliness has not only changed the behavior of people on the receiving and transferring of information, but also attracted worldwide attention from all walks of life, so that the Internet information dissemination mode to a new platform. At this time, more and more enterprises and marketing staff also noted that the birth of this new media micro-blog, its influence is rising, economic value gradually prominent. Under the background of rapid development of today's network economy, micro-blog marketing has become an important way of modern enterprise network marketing and business enterprise network. Because of its characteristics, namely the use of network platform to directly interact with consumers, therefore, in the business enterprise in the implementation of micro-blog marketing effect on the enterprise operation activities are very important. Based on the collection and arrangement of related literature at home and abroad, combined with the development trend of domestic micro-blog, using the related theories of consumer brand awareness and marketing micro-blog, take a combination of quantitative and qualitative analysis methods, the Xi'an city college students as the research object of this study conducted a questionnaire survey on the recovery to 702 the effective sample using SPSS19.0 and AMOS17.0 software for descriptive statistics, reliability and validity analysis, factor analysis and confirmatory factor analysis, phase Correlation analysis and regression analysis to explore the influence between the business enterprise, micro-blog marketing and consumer brand awareness of the relationship. In this paper, through the relationship between the two search, to find out the influencing factors of consumer brand cognition, for commercial enterprises to better micro-blog marketing advice and strategies. This paper mainly includes three parts, the first part is the introduction and related the concept and theory; the second part is through the construction of models, assumptions, questionnaire survey, data processing and so on a series of empirical analysis, to explore which factors through the micro-blog business enterprise marketing on consumer brand cognition influence; the third part is the conclusion and Prospect put forward corresponding countermeasures and research how to carry out the micro-blog marketing business enterprise. The results show that the factor influence of business enterprise micro-blog marketing: the quality of information, interaction, trust, reputation and social responsibility according to the final. The results of the study, puts forward five countermeasures and suggestions for how to carry out the micro-blog marketing business enterprise, to enhance consumer brand awareness, improve the quality of information from micro-blog, strengthen business enterprise micro interactive marketing, adopt effective marketing methods to improve consumer confidence, enhance the enterprise's own electricity supplier brand awareness and strengthen the business enterprise social responsibility several angles.

【學位授予單位】：西安電子科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F724.6

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