基于社會(huì)化媒體的消費(fèi)者與品牌互動(dòng)關(guān)系與路徑研究
發(fā)布時(shí)間：2018-12-16 12:26
【摘要】：社會(huì)化媒體鮮明的互動(dòng)特點(diǎn)以及廣闊的人際關(guān)系傳播網(wǎng)為品牌帶來(lái)前所未有的機(jī)遇,在社會(huì)化媒體平臺(tái)上品牌可以以更人性化的方式與消費(fèi)者建立更平等、更廣泛和更親密的品牌關(guān)系。為了實(shí)現(xiàn)這個(gè)目標(biāo),品牌在社會(huì)化媒體上應(yīng)該突破傳統(tǒng)品牌營(yíng)銷(xiāo)實(shí)踐中與消費(fèi)者建立交易性關(guān)系理論,轉(zhuǎn)而通過(guò)新興的媒介完成消費(fèi)者與品牌情感層次的關(guān)系締結(jié),加速提升提升消費(fèi)者對(duì)品牌的信任與忠誠(chéng),以達(dá)到持久性的高品質(zhì)的品牌關(guān)系質(zhì)量。本文基于社會(huì)化媒體這個(gè)背景,結(jié)合我國(guó)互聯(lián)網(wǎng)應(yīng)用普及、移動(dòng)互聯(lián)網(wǎng)快速發(fā)展以及社會(huì)化媒體基本格局的形成等現(xiàn)狀,主要從以下幾個(gè)方面對(duì)社會(huì)化媒體背景下的消費(fèi)者與品牌互動(dòng)關(guān)系與路徑進(jìn)行研究:(1)結(jié)合我國(guó)互聯(lián)網(wǎng)的應(yīng)用、社會(huì)化媒體的發(fā)展等分析在新情況下研究消費(fèi)者與品牌互動(dòng)關(guān)系影響與意義,對(duì)相關(guān)概念進(jìn)行界定,并對(duì)對(duì)現(xiàn)有相關(guān)研究文獻(xiàn)進(jìn)行整理與分析;(2)社會(huì)化媒體對(duì)商業(yè)模式的根本性變革。分析社會(huì)化媒體對(duì)消費(fèi)者行為模式造成的改變來(lái)說(shuō)明企業(yè)所面對(duì)的目標(biāo)群體已經(jīng)發(fā)生變化,然后分析社會(huì)化媒體式的思維對(duì)企業(yè)以及整個(gè)商業(yè)環(huán)境的巨大影響;(3)結(jié)合官方統(tǒng)計(jì)首先對(duì)國(guó)內(nèi)外企業(yè)利用社會(huì)化媒體進(jìn)行商業(yè)行為的情況有一個(gè)清楚的認(rèn)識(shí);其次考察消費(fèi)者利用社會(huì)化媒體進(jìn)行商業(yè)活動(dòng)的行為習(xí)慣;最后對(duì)兩個(gè)方面比較,初步得到企業(yè)利用社會(huì)化媒體進(jìn)行品牌建設(shè)與消費(fèi)者實(shí)際感受之間的錯(cuò)位;(5)基于社會(huì)化媒體的消費(fèi)者與品牌互動(dòng)關(guān)系概念模型的構(gòu)建。利用品牌關(guān)系理論中的顧客參與、顧客感知心理因素和品牌關(guān)系質(zhì)量嘗試按照經(jīng)典概念模型構(gòu)建的思路提出本文的概念;(6)進(jìn)行包括問(wèn)卷設(shè)計(jì)、結(jié)果分析方法等方面的調(diào)研準(zhǔn)備。(7)構(gòu)建基于社會(huì)化媒體的消費(fèi)者與品牌互動(dòng)關(guān)系機(jī)構(gòu)方程模型并對(duì)運(yùn)算結(jié)果進(jìn)行相關(guān)分析。建立本文研究課題的前提假設(shè),對(duì)相關(guān)變量進(jìn)行操作性定義與衡量,最后得到結(jié)構(gòu)方程模型。然后利用SPSS22.0和AMOS22.0軟件通過(guò)驗(yàn)證性因子分析方法對(duì)樣本和模型進(jìn)行實(shí)證分析。(8)針對(duì)實(shí)證分析的結(jié)果,結(jié)合成功案例提出基于社會(huì)化媒體的品牌與消費(fèi)者構(gòu)建良好互動(dòng)關(guān)系的建議和對(duì)策。本文在力求科學(xué)的分析手段和大量數(shù)據(jù)的基礎(chǔ)上,闡述基于社會(huì)化媒體的品牌與消費(fèi)者互動(dòng)的有效途徑。在運(yùn)用SPSS進(jìn)行基本統(tǒng)計(jì)分析的基礎(chǔ)上,選用AMOS進(jìn)行SEM(結(jié)構(gòu)方程建模),進(jìn)行驗(yàn)證性因子分析,得出模型相關(guān)變量之間的影響關(guān)系,并依據(jù)實(shí)證分析的結(jié)果,提出消費(fèi)者與品牌互動(dòng)路徑建議。
[Abstract]:The distinctive interactive characteristics of social media and the wide network of interpersonal communication bring unprecedented opportunities for brands. On the platform of social media, brands can establish more equality with consumers in a more humane way. Broader and closer brand relationships. In order to achieve this goal, brand in social media should break through the traditional brand marketing practice and establish the transaction relationship theory with consumers, and then conclude the relationship between consumers and brand emotional level through the emerging media. Accelerate the promotion of consumer trust and loyalty to the brand in order to achieve lasting high-quality brand relationship quality. This article is based on the background of social media, combined with the current situation of the popularization of Internet applications in China, the rapid development of mobile Internet and the formation of the basic pattern of social media. This paper mainly studies the relationship and path of consumer and brand interaction in the context of social media from the following aspects: (1) combined with the application of the Internet in China, Analysis of the development of social media in the new situation to study the impact and significance of consumer and brand interaction, to define the relevant concepts, and to sort out and analyze the existing relevant research literature; (2) the fundamental transformation of social media to the business model. This paper analyzes the changes caused by social media to consumers' behavior pattern to show that the target groups of enterprises have changed, and then analyzes the enormous influence of social-media thinking on enterprises and the whole business environment. (3) in combination with official statistics, first of all, there is a clear understanding of the situation of enterprises at home and abroad using social media to conduct business activities, and secondly, the behavior habits of consumers using social media for business activities are investigated. Finally, comparing the two aspects, we get the mismatch between brand construction and consumers' actual feelings. (5) the concept model of the relationship between consumer and brand based on social media. Using the customer participation in the brand relationship theory, customer perception psychological factors and brand relationship quality try to put forward the concept of this paper according to the classical concept model. (6) the research preparation including questionnaire design, result analysis method and so on. (7) constructing the model of consumer and brand interaction organization equation based on social media and analyzing the result of calculation. The premise hypothesis of this paper is established, and the operational definition and measurement of the relevant variables are carried out. Finally, the structural equation model is obtained. Then using SPSS22.0 and AMOS22.0 software through confirmatory factor analysis method to sample and model empirical analysis. (8) according to the results of empirical analysis, Based on the successful cases, the author puts forward some suggestions and countermeasures to build a good interactive relationship between brands and consumers based on social media. On the basis of scientific analysis means and a great deal of data, this paper expounds the effective way of the interaction between brands and consumers based on social media. On the basis of basic statistical analysis with SPSS, AMOS is selected to carry out SEM (structural equation modeling), and confirmatory factor analysis is carried out to obtain the influence relationship between model variables, and according to the results of empirical analysis. Put forward the path of consumer-brand interaction.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F713.55
本文編號(hào)：2382340
[Abstract]:The distinctive interactive characteristics of social media and the wide network of interpersonal communication bring unprecedented opportunities for brands. On the platform of social media, brands can establish more equality with consumers in a more humane way. Broader and closer brand relationships. In order to achieve this goal, brand in social media should break through the traditional brand marketing practice and establish the transaction relationship theory with consumers, and then conclude the relationship between consumers and brand emotional level through the emerging media. Accelerate the promotion of consumer trust and loyalty to the brand in order to achieve lasting high-quality brand relationship quality. This article is based on the background of social media, combined with the current situation of the popularization of Internet applications in China, the rapid development of mobile Internet and the formation of the basic pattern of social media. This paper mainly studies the relationship and path of consumer and brand interaction in the context of social media from the following aspects: (1) combined with the application of the Internet in China, Analysis of the development of social media in the new situation to study the impact and significance of consumer and brand interaction, to define the relevant concepts, and to sort out and analyze the existing relevant research literature; (2) the fundamental transformation of social media to the business model. This paper analyzes the changes caused by social media to consumers' behavior pattern to show that the target groups of enterprises have changed, and then analyzes the enormous influence of social-media thinking on enterprises and the whole business environment. (3) in combination with official statistics, first of all, there is a clear understanding of the situation of enterprises at home and abroad using social media to conduct business activities, and secondly, the behavior habits of consumers using social media for business activities are investigated. Finally, comparing the two aspects, we get the mismatch between brand construction and consumers' actual feelings. (5) the concept model of the relationship between consumer and brand based on social media. Using the customer participation in the brand relationship theory, customer perception psychological factors and brand relationship quality try to put forward the concept of this paper according to the classical concept model. (6) the research preparation including questionnaire design, result analysis method and so on. (7) constructing the model of consumer and brand interaction organization equation based on social media and analyzing the result of calculation. The premise hypothesis of this paper is established, and the operational definition and measurement of the relevant variables are carried out. Finally, the structural equation model is obtained. Then using SPSS22.0 and AMOS22.0 software through confirmatory factor analysis method to sample and model empirical analysis. (8) according to the results of empirical analysis, Based on the successful cases, the author puts forward some suggestions and countermeasures to build a good interactive relationship between brands and consumers based on social media. On the basis of scientific analysis means and a great deal of data, this paper expounds the effective way of the interaction between brands and consumers based on social media. On the basis of basic statistical analysis with SPSS, AMOS is selected to carry out SEM (structural equation modeling), and confirmatory factor analysis is carried out to obtain the influence relationship between model variables, and according to the results of empirical analysis. Put forward the path of consumer-brand interaction.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F713.55
【參考文獻(xiàn)】
中國(guó)期刊全文數(shù)據(jù)庫(kù) 前10條
1 曾智;丁家永;;新消費(fèi)者的消費(fèi)行為研究與營(yíng)銷(xiāo)策略[J];商業(yè)研究;2008年10期
2 杜建剛;范秀成;;基于體驗(yàn)的顧客滿意度模型研究——針對(duì)團(tuán)隊(duì)旅游的實(shí)證研究[J];管理學(xué)報(bào);2007年04期
3 劉英貴;李海峰;;新媒體傳播中精準(zhǔn)廣告的營(yíng)銷(xiāo)方式研究[J];當(dāng)代傳播;2013年04期
4 彭蘭;;為什么電子商務(wù)需要“社會(huì)化媒體”化?[J];中國(guó)傳媒科技;2012年05期
5 楊中華;;移動(dòng)便攜終端將成為新媒體時(shí)代兵家必爭(zhēng)之地[J];中國(guó)公共安全;2013年19期
6 曹博林;;社交媒體:概念、發(fā)展歷程、特征與未來(lái)——兼談當(dāng)下對(duì)社交媒體認(rèn)識(shí)的模糊之處[J];湖南廣播電視大學(xué)學(xué)報(bào);2011年03期
7 王錫秋;顧客價(jià)值及其評(píng)估方法研究[J];南開(kāi)管理評(píng)論;2005年05期
8 范秀成;李建州;;顧客餐館體驗(yàn)的實(shí)證研究[J];旅游學(xué)刊;2006年03期
9 魚(yú)文英;李京勛;;航空服務(wù)質(zhì)量和消費(fèi)情感對(duì)顧客滿意度的影響研究[J];旅游學(xué)刊;2010年10期
10 彭蘭;;社會(huì)化媒體與媒介融合的雙重挑戰(zhàn)[J];新聞界;2012年01期
中國(guó)博士學(xué)位論文全文數(shù)據(jù)庫(kù) 前1條
1 趙宇翔;社會(huì)化媒體中用戶生成內(nèi)容的動(dòng)因與激勵(lì)設(shè)計(jì)研究[D];南京大學(xué);2011年
中國(guó)碩士學(xué)位論文全文數(shù)據(jù)庫(kù) 前5條
1 藺卓娜;品牌關(guān)系型態(tài)與品牌忠誠(chéng)關(guān)系的實(shí)證研究[D];東北財(cái)經(jīng)大學(xué);2010年
2 王佩;服務(wù)營(yíng)銷(xiāo)中顧客參與對(duì)顧客購(gòu)買(mǎi)行為的影響[D];武漢大學(xué);2005年
3 張競(jìng)予;家庭旅館博客營(yíng)銷(xiāo)特征對(duì)顧客品牌態(tài)度的影響研究[D];浙江大學(xué);2008年
4 葉昱星;基于社會(huì)化媒體的虛擬品牌社群價(jià)值對(duì)品牌忠誠(chéng)影響的實(shí)證研究[D];杭州電子科技大學(xué);2013年
5 孫悅;基于關(guān)系角度的社會(huì)化媒體營(yíng)銷(xiāo)說(shuō)服研究[D];廣西大學(xué);2013年
，本文編號(hào)：2382340
本文鏈接：http://sikaile.net/jingjilunwen/guojimaoyilunwen/2382340.html
最近更新
教材專(zhuān)著
