本文選題：微博　切入點：白領(lǐng)階層　出處：《沈陽理工大學(xué)》2015年碩士論文

【摘要】：國內(nèi)領(lǐng)先的白領(lǐng)門戶網(wǎng)站MSN中文網(wǎng)發(fā)布了《中國白領(lǐng)網(wǎng)絡(luò)購物調(diào)查研究報告》報告發(fā)現(xiàn),當(dāng)前白領(lǐng)人群的購物習(xí)慣正在發(fā)生著巨大的變化,即在線購物已漸成主流。本文通過對前人研究文獻的查閱、梳理,找到白領(lǐng)階層網(wǎng)絡(luò)購物傾向研究的假設(shè)前提,通過制作和發(fā)放調(diào)查問卷進行數(shù)據(jù)的收集和調(diào)研。后期對調(diào)查問卷進行整理和總結(jié)歸納,對數(shù)據(jù)進行整合分析。利用概念模型進行相關(guān)性和可信度的驗證,得出假設(shè)條件均具有解釋力,證明了假設(shè)條件的可靠性,調(diào)查問卷的可執(zhí)行性,數(shù)據(jù)的真實性。在文章的結(jié)論部分,對企業(yè)針對白領(lǐng)階層該如何利用微博進行營銷提出了建設(shè)性建議。本文在互聯(lián)網(wǎng)飛速發(fā)展的信息時代背景下,以微博為信息傳播的主要平臺,對白領(lǐng)階層購買傾向的影響因素進行詳盡的分析,并且以真實有效的數(shù)據(jù)分析白領(lǐng)消費者網(wǎng)購的現(xiàn)狀,從現(xiàn)實角度證明微博對白領(lǐng)網(wǎng)購購買傾向的影響力,分析研究對企業(yè)通過微博平臺進行產(chǎn)品銷售給出合理的建議。對于推動微博營銷研究工作的開展具有促進意義。
[Abstract]:MSN, a leading white-collar portal in China, published a report on online shopping in China. The report found that the shopping habits of white-collar people are undergoing great changes, that is, online shopping has gradually become the mainstream.This article through the previous research literature review, combs, finds the white-collar class network shopping tendency research hypothesis premise, through the production and the distribution questionnaire carries on the data collection and the investigation.In the later period, the questionnaire is sorted out and summarized, and the data is integrated and analyzed.By using the conceptual model to verify the correlation and credibility, it is concluded that all the hypothetical conditions have explanatory power, which proves the reliability of the hypothetical conditions, the enforceability of the questionnaire and the authenticity of the data.In the last part of the article, the author puts forward some constructive suggestions on how to use Weibo to market the white-collar class.Under the background of the information age with the rapid development of the Internet, this paper, taking Weibo as the main platform for information dissemination, makes a detailed analysis of the factors affecting the purchasing tendency of the white-collar class.And with the real and effective data to analyze the current situation of white-collar consumers online shopping, from a realistic point of view to prove Weibo's influence on white-collar online purchase tendency, analysis of the research on the enterprise through Weibo platform for product sales to give reasonable suggestions.To promote Weibo marketing research work to promote the development of significance.
【學(xué)位授予單位】：沈陽理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.36

【參考文獻】

相關(guān)期刊論文 前3條

1 韋婉辰;;淺析網(wǎng)絡(luò)營銷策略之微博營銷[J];科技信息;2011年20期

2 黎華帥;;企業(yè)進行微博營銷的方法[J];群文天地;2011年02期

3 喻季欣;;微博對新聞傳播的拓展[J];新聞戰(zhàn)線;2010年05期

相關(guān)碩士學(xué)位論文 前1條

1 魏繼平;基于微博的企業(yè)網(wǎng)絡(luò)營銷研究[D];西南民族大學(xué);2012年

，

本文編號：1706819