本文選題：移動營銷 + 企業(yè)采納��； 參考：《北京郵電大學(xué)》2017年博士論文

【摘要】：移動營銷是未來精準(zhǔn)營銷領(lǐng)域的主要營銷方式。目前國內(nèi)外針對移動營銷的研究越來越多,但研究方向多集中在消費(fèi)者個體采納方面,從企業(yè)視角研究移動營銷采納屬于空白領(lǐng)域。本文嘗試從企業(yè)采納的視角研究影響企業(yè)采納移動營銷關(guān)鍵因素。首先,對相關(guān)文獻(xiàn)進(jìn)行綜述。本文界定了移動營銷的相關(guān)概念、總結(jié)了現(xiàn)有移動營銷模式的分類,并對移動營銷的理論研究現(xiàn)狀、現(xiàn)有的研究方法、影響移動營銷采納的因素進(jìn)行綜述,發(fā)現(xiàn)針對移動營銷的研究主要集中在消費(fèi)者層面;基于此,本文又對企業(yè)創(chuàng)新采納的相關(guān)理論做了綜述,包括企業(yè)采納的主要理論模型、影響企業(yè)創(chuàng)新采納的主要因素,尤其是對后者的綜述,為后面構(gòu)建企業(yè)采納移動營銷研究模型奠定了理論基礎(chǔ)。其次,本文還使用觀察法、深度訪談法對國內(nèi)500強(qiáng)企業(yè)就微信、微博、移動APP這三種移動營銷手段的使用情況進(jìn)行調(diào)查,并從企業(yè)所在地域、所屬行業(yè)、經(jīng)營性質(zhì)、經(jīng)營情況、目標(biāo)客戶五個維度進(jìn)行了統(tǒng)計分析,最終從結(jié)果中總結(jié)提煉出可能影響企業(yè)使用移動營銷的影響因素,為后面模型的建立提供參考依據(jù)。再次,基于文獻(xiàn)綜述與對500強(qiáng)企業(yè)的調(diào)查結(jié)果,本文運(yùn)用演繹法和歸納法,提出基于T-O-E框架的企業(yè)采納移動營銷影響因素研究模型,并對該模型運(yùn)用實證研究方法進(jìn)行驗證分析。其中,文獻(xiàn)研究梳理出的企業(yè)創(chuàng)新采納影響因素分成三類,分別為技術(shù)特征變量、組織特征變量以及環(huán)境特征變量,500強(qiáng)企業(yè)觀察與訪談研究提煉出的影響因素作為控制變量。最后,在實證研究層面,本文運(yùn)用有效企業(yè)調(diào)研數(shù)據(jù)進(jìn)行了實證檢驗。首先是進(jìn)行影響因素探索性分析,通過信度效度分析對量表題目進(jìn)行遴選,最終形成問卷。其次進(jìn)行驗證性分析,通過結(jié)構(gòu)方程分析,發(fā)現(xiàn)影響企業(yè)采納移動營銷的關(guān)鍵變量。本研究使用統(tǒng)計分析軟件以及多元層次回歸分析法對253份有效問卷進(jìn)行分析。結(jié)果發(fā)現(xiàn):相對優(yōu)勢、復(fù)雜性、感知成本是企業(yè)采納移動營銷主要技術(shù)影響因素。需求優(yōu)先級、管理層支持是企業(yè)采納移動營銷主要組織影響因素。競爭壓力、潮流壓力是企業(yè)采納移動營銷主要環(huán)境影響因素。另外,500強(qiáng)企業(yè)調(diào)研分析提煉出的控制變量中,企業(yè)規(guī)模、企業(yè)目標(biāo)客戶群體是企業(yè)采納移動營銷主要影響因素。本論文的創(chuàng)新點表現(xiàn)在以下三個方面:1、在現(xiàn)有移動營銷采納研究的檢索文獻(xiàn)中,發(fā)現(xiàn)幾乎全部是對個人用戶采納行為的研究,而沒有對企業(yè)采納行為進(jìn)行研究的先例。因此從這個意義上來說,本研究采用的“在T-O-E框架基礎(chǔ)上,結(jié)合UTAUT和TAM模型、創(chuàng)新擴(kuò)散理論和組織行為學(xué)對移動營銷企業(yè)采納研究”的思路具有創(chuàng)新意義。通過本研究的展開,發(fā)現(xiàn)從企業(yè)采納視角對移動營銷進(jìn)行研究從理論及方法方面得到了驗證,為未來針對移動營銷的研究提供了一個新的視角。2、企業(yè)采納的相關(guān)研究,多是采用驗證法,而本文結(jié)合了探索法和驗證法,并在此基礎(chǔ)上提出了自己的模型。本研究對國內(nèi)500強(qiáng)企業(yè)的移動營銷活動進(jìn)行了歷時一年的觀察和監(jiān)測,這種規(guī)模和強(qiáng)度是在類似研究中沒有出現(xiàn)過的。大多數(shù)研究者僅是通過對個別高層進(jìn)行深度訪談,來歸納企業(yè)采納的影響因素,但因為行業(yè)、企業(yè)性質(zhì)等屬性的不同,這種研究方法是不夠全面和客觀的。本研究結(jié)合對500強(qiáng)企業(yè)的觀察以及對部分管理層的訪談,初步探索了企業(yè)采納營銷的影響因素,為后面企業(yè)采納移動營銷模型的搭建提供了重要依據(jù)。3、目前,對企業(yè)采納行為的研究多是對新技術(shù)采納的研究,針對像移動營銷這種新營銷模式或新業(yè)務(wù)模式的采納研究基本沒有,而隨著新技術(shù)的不斷出現(xiàn)和消費(fèi)者消費(fèi)觀念的不斷更新,企業(yè)將越來越多地面臨新業(yè)務(wù)模式、新營銷模式的沖擊,其采納新業(yè)務(wù)、新模式時將受哪些關(guān)鍵因素的影響,也必是運(yùn)營商、服務(wù)商們關(guān)注的重點。所以本研究可以為該領(lǐng)域的后續(xù)研究提供了一定的參考。
[Abstract]:Mobile marketing is the main marketing way in the field of precision marketing in the future. There are more and more research on mobile marketing at home and abroad, but the research direction is mostly focused on the adoption of individual consumers. The study of mobile marketing from the perspective of enterprise belongs to the blank field. This paper tries to study the influence of the adoption of the mobile camp from the perspective of enterprise adoption. First, the relevant literature is summarized. This paper defines the related concepts of mobile marketing, summarizes the classification of the existing mobile marketing mode, and summarizes the current research status of mobile marketing, the existing research methods, the factors affecting the adoption of mobile marketing, and finds that the research on mobile marketing is mainly concentrated on the consumption. On the basis of this, this paper also summarizes the relevant theories of enterprise innovation adoption, including the main theoretical model adopted by the enterprise, the main factors that affect the adoption of enterprise innovation, especially the summary of the latter, which lays a theoretical foundation for the following construction enterprise to adopt the model of mobile marketing research. Secondly, this paper also uses the observation method, and the depth of the theory. The interview method investigates the use of three kinds of mobile marketing means of the top 500 domestic enterprises on WeChat, micro-blog and mobile APP, and analyzes the statistical analysis from the region, the industry, the business nature, the operation situation and the target customer in the five dimensions of the enterprise, and finally summarizes the effect that may affect the influence of the mobile marketing in the enterprise. It provides a reference for the establishment of the latter model. Thirdly, based on the literature review and the results of the survey on the 500 strong enterprises, this paper uses the deductive method and induction method to propose a model based on the T-O-E framework for the adoption of mobile marketing factors in enterprises, and to verify and analyze the model by using the empirical research method. The influencing factors of enterprise innovation are divided into three categories, namely, technical characteristic variables, organizational characteristics variables and environmental characteristics variables, and the influencing factors extracted by the 500 strong enterprise observation and interview research are taken as control variables. Finally, the empirical test is carried out on the empirical research level. In the exploratory analysis of factors affecting the factors, the questionnaire was selected through the reliability and validity analysis, and a questionnaire was finally formed. Secondly, a confirmatory analysis was carried out and the key variables affecting the adoption of mobile marketing were found through structural equation analysis. The study used statistical analysis software and multiple regression analysis method to enter the 253 valid questionnaires. The results show: relative advantage, complexity and perceived cost are the main factors of the enterprise adoption of mobile marketing. Demand priority, management support is the main factor of enterprise adoption of the main organization of mobile marketing. Competitive pressure, trend pressure is the main environmental impact factor of enterprise adoption of mobile marketing. In addition, the 500 strong enterprise research points Among the control variables extracted, the size of the enterprise and the target customer group are the main factors of the adoption of mobile marketing. The innovation points of this paper are shown in the following three aspects: 1. In the retrieval literature of the existing mobile marketing adoption research, it is found that almost all are the study of the adoption behavior of the individual users, but not the adoption of the enterprises. In this sense, in this sense, the "T-O-E framework based on UTAUT and TAM model, innovation diffusion theory and organizational behavior to mobile marketing enterprise adoption research" is of innovative significance. Through the development of this research, we find that the mobile marketing from the perspective of enterprise adoption. The research has been verified from the theory and method, which provides a new perspective.2 for future research on mobile marketing. The related research adopted by the enterprise is mostly using the verification method, and this paper combines the exploration method and the verification method, and then puts forward its own model. This research is on the mobile marketing activities of the top 500 domestic enterprises. After a year of observation and monitoring, this scale and intensity have not appeared in similar studies. Most researchers are only through in-depth interviews on a few high levels to summarize the factors that affect the adoption of enterprises, but because of the different properties of the industry and the nature of the enterprises, this method is not comprehensive and objective. The research combined with the observation of the 500 strong enterprises and interviews with some management layers, initially explored the influencing factors of the enterprise adoption marketing, which provided an important basis for the adoption of the model of mobile marketing for the later enterprises. At present, the research on the adoption behavior of the enterprises is the research of the adoption of new technologies and the new marketing such as mobile marketing, such as mobile marketing. The adoption of the model or new business model has not been studied. With the continuous emergence of new technologies and the continuous renewal of consumer consumption concepts, enterprises will increasingly face new business models, the impact of new marketing models, the adoption of new business, and what key factors will be affected by the new model, as well as operators and service providers. Therefore, this study can provide some reference for further research in this field.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2017
【分類號】：F274

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