本文選題：社會化媒體 + 網(wǎng)絡口碑營銷��； 參考：《新疆大學》2013年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)進入web2.0時代，網(wǎng)絡成為人們自由表達、信息溝通的主要場所。傳統(tǒng)意義上的口碑延伸出新的涵義，同時口碑對消費者的影響作用也日益增加。一方面，越來越多的消費者在網(wǎng)絡中提供個人對產(chǎn)品的評價和使用經(jīng)驗等信息，另一方面，越來越多的消費者通過搜索引擎或在虛擬社區(qū)中查看其他消費者提供的產(chǎn)品評論信息。在此種情形下，口碑營銷被賦予了新的內容，如何利用網(wǎng)絡口碑的力量提高營銷效果成為國內外營銷人員關注的熱點。 由于社會化媒體是隨web.2.0發(fā)展起來的，以互聯(lián)網(wǎng)應用為基礎，產(chǎn)生及承載網(wǎng)絡口碑的主要載體，從而基于社會化媒體去研究網(wǎng)絡口碑可以為其營銷活動指明一個更為精準的方向。同時，旅游業(yè)作為服務業(yè)的一種，，其產(chǎn)品的無形性使得營銷活動的難度增加，在營銷手段方面較一般的產(chǎn)品具有一定的局限性，而口碑傳播正好為解決這些問題提供了突破口。如今網(wǎng)絡技術的發(fā)展及應用為旅游口碑營銷提供更為廣闊及高效的平臺。因此，本文進行基于社會化媒體的新疆旅游網(wǎng)絡口碑營銷策略研究，旨在通過理論探討和實證研究為相關營銷人員提供新的營銷思路和方法。 本文在對網(wǎng)絡口碑相關知識梳理以及對社會化媒體、消費者行為等理論概述的基礎上，闡述基于社會化媒體進行網(wǎng)絡口碑營銷策略研究的必要性，并探討網(wǎng)絡環(huán)境下消費者行為模式及其中網(wǎng)絡口碑對消費者決策的影響機制，來構建基于社會化媒體的新疆旅游網(wǎng)絡口碑營銷策略的研究模型并展開實證分析。最后以口碑傳播的5T模型為基礎，以新疆旅游實證研究結論為依據(jù)探討基于社會化媒體的新疆旅游網(wǎng)絡口碑營銷策略。 全文通過理論分析和實證研究得出以下主要結論： 1、基于社會化媒體進行旅游網(wǎng)絡口碑營銷是必要的，有利于實現(xiàn)精準營銷提高營銷效率，也能充分挖掘社會化媒體的潛能并發(fā)揮其作用； 2、新疆旅游網(wǎng)絡口碑主要分布于百度旅游、知道、貼吧、博客、微博等社會化媒體，各網(wǎng)絡站點與旅游商家關聯(lián)性不大，網(wǎng)絡口碑數(shù)量較少，內容相對豐富多偏向于正向但也不乏負面口碑；旅游者在新疆旅游涉入度方面具有較高水平且疆內、外旅游者無顯著差別；在新疆旅游專業(yè)程度方面處于良好狀態(tài)但疆內、外旅游者有明顯差別；在新疆旅游感知風險方面處于較低水平且疆內、外旅游者無明顯差別。 3、開展新疆旅游網(wǎng)絡口碑營銷的主要策略：挖掘“意見領袖”，構建口碑傳播網(wǎng)；制作精良話題，創(chuàng)造蜂鳴效應；結合媒體應用，選擇合適工具；積極參與互動，化解負面口碑；加強追蹤反饋，洞察旅游者需求。
[Abstract]:With the entry of the Internet into the web2.0 era, the Internet has become the main place for people to express freely and communicate with each other.The traditional word of mouth extends the new meaning, at the same time, the influence of word of mouth on consumers is increasing day by day.On the one hand, more and more consumers are providing information about their products' evaluation and use experience on the Internet, on the other hand,More and more consumers view product reviews provided by other consumers through search engines or in virtual communities.In this case, word of mouth marketing has been given new content, how to use the power of network word of mouth to improve the marketing effect has become the focus of domestic and foreign marketers.Because the social media is developed with the web.2.0, based on the Internet application, it produces and carries the main carrier of the network word-of-mouth, so the research of the network word-of-mouth based on the social media can point out a more accurate direction for its marketing activities.At the same time, as a kind of service industry, the intangibility of its products makes the marketing activities more difficult, and the more general products have some limitations in the marketing means, and the word of mouth dissemination provides a breakthrough to solve these problems.Nowadays, the development and application of network technology provide a broader and more efficient platform for tourism word-of-mouth marketing.Therefore, this paper studies the marketing strategy of Xinjiang tourism online word-of-mouth based on social media, aiming to provide new marketing ideas and methods for related marketers through theoretical and empirical research.On the basis of combing the related knowledge of network word-of-mouth and summarizing the theory of social media and consumer behavior, this paper expounds the necessity of the research of network word-of-mouth marketing strategy based on social media.In order to construct the research model of Xinjiang tourism online word-of-mouth marketing strategy based on social media, this paper discusses the consumer behavior model and the influence mechanism of Internet word of mouth (WOM) on consumers' decision-making under the network environment, and carries out the empirical analysis.Finally, based on the 5T model of word-of-mouth communication, and based on the conclusion of Xinjiang tourism empirical research, this paper discusses the marketing strategy of tourism online word-of-mouth in Xinjiang based on social media.Through theoretical analysis and empirical research, this paper draws the following main conclusions:1. It is necessary to carry on tourism network word-of-mouth marketing based on social media, which is helpful to realize accurate marketing and improve marketing efficiency, and can also fully tap the potential of social media and play its role;2. Xinjiang tourism online word-of-mouth is mainly distributed in Baidu tourism. Social media, such as know, post bar, blog, Weibo and so on, each network site has little relevance to tourist merchants, and the number of online word-of-mouth is relatively small.The content is relatively rich in favor of positive but no lack of negative word of mouth; tourists have a high level of tourism involvement in Xinjiang and there is no significant difference between outside tourists; in Xinjiang tourism professional level is in a good state but in Xinjiang,There are obvious differences among foreign tourists, but there is no obvious difference in the perceived risk of tourism in Xinjiang.3, the main tactics of developing tourism network word-of-mouth marketing in Xinjiang: excavating "opinion leaders", constructing word-of-mouth communication network, producing excellent topics, creating buzzing effect, combining media application, choosing suitable tools, actively participating in interaction,Resolve negative word of mouth; strengthen follow-up feedback, insight into the needs of tourists.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7

【參考文獻】

相關博士學位論文 前1條

1 陳蓓蕾;基于網(wǎng)絡和信任理論的消費者在線口碑傳播實證研究[D];浙江大學;2008年

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