廢舊手機在線回收的廣告與口碑效應模型研究
發(fā)布時間：2018-10-05 12:50
【摘要】：近十年來,手機智能化技術(shù)迅猛發(fā)展,智能手機用戶越來越普遍,人們對手機的用戶體驗要求越來越高,加快了手機更新?lián)Q代的速度.用戶更換手機的速度已由十年前的四年縮短為現(xiàn)在的18個月左右,隨之而來的問題就是廢舊手機的大量堆積.這不僅造成了一種資源上的浪費,而且由于廢舊手機內(nèi)部的材料結(jié)構(gòu),使得廢舊手機的丟棄會對環(huán)境造成大程度的污染.所以,手機的回收問題不僅是一個經(jīng)濟問題,更是一個與生存環(huán)境緊密相關(guān)的問題.由于回收市場的不規(guī)范,以及我國手機用戶的回收意識薄弱,造成了高手機持有率,低手機回收率的現(xiàn)狀.網(wǎng)絡(luò)回收平臺的興起順應了回收需求,但是仍然不足以使回收現(xiàn)狀有一個質(zhì)的飛越,所以如何提高回收網(wǎng)站的知名度,獲得手機用戶的信任,提高我國手機用戶的回收意愿,是本文主要討論內(nèi)容.關(guān)于二手手機的回收問題已經(jīng)有大量文獻研究探討,并取得了大量的理論以及實踐的成果.對于廣告效應與口碑效應也有大量的國內(nèi)外文獻對其進行研究,而廣告效應與口碑效應對回收網(wǎng)站影響的研究文獻還比較匱乏,故本文針對廣告效應與口碑效應對網(wǎng)絡(luò)回收平臺的推廣和發(fā)展影響,主要研究了以下內(nèi)容:1.對論文研究的必要性以及研究背景進行了闡述,描述了論文研究的可行性以及科研價值.并對相關(guān)理論進行了研究綜述,主要有?Ito方程的公式以及推導,還有口碑效應的研究現(xiàn)狀以及Anylogic的運用對本文研究的貢獻與其不可替代的優(yōu)點.2.分別探究了廣告效應與口碑效應對網(wǎng)絡(luò)回收平臺的影響.本文將影響網(wǎng)絡(luò)回收平臺知名度的提高的因素分為兩個:廣告效應與口碑效應.本文在第三部分探討了廣告效應的數(shù)學求解過程,對廣告效應的預測提供了理論依據(jù),并為下文仿真模擬廣告效應對網(wǎng)站交易量的影響提供了理論上的測值.第四部分以兩個維度研究口碑效應對網(wǎng)絡(luò)回收平臺的影響,通過結(jié)構(gòu)方程分析評價數(shù)量以及口碑評分對網(wǎng)絡(luò)平臺各項信任的相關(guān)性,得出對網(wǎng)站口碑影響最大的因素,以及口碑效應對手機用戶回收意愿的影響.3.在前文測出了廣告效應的理論預測值,以及口碑效應對網(wǎng)絡(luò)回收平臺各影響因子的相關(guān)性之后,文章選擇將兩部分預測出的理論值A(chǔ)nylogic創(chuàng)建的巴斯擴散模型以及敏感度分析模型中,并選擇合適的步長做模型調(diào)整,得到直觀以及動態(tài)的預測仿真模型,清楚的看到廣告效應越明顯,口碑效應影響因子越高,越多的潛在手機回收客戶做出回收選擇,并且做出選擇的速度越快.這項研究結(jié)論不僅為如何擴大網(wǎng)絡(luò)回收平臺的市場做出回應,也為如何提高手機用戶的回收意識提供了理論支持.并且對文章研究空間進行合理預測,網(wǎng)站可以利用廣告效應與口碑效應去創(chuàng)造回收市場的品牌效應,占領(lǐng)手機用戶的回收心智,使得我國手機用戶對回收不陌生,也更愿意選擇相信回收網(wǎng)站能使他們獲得滿意的服務(wù).
[Abstract]:In recent ten years, mobile phone intelligent technology has developed rapidly, smartphone users are becoming more and more popular, people's experience demands on mobile phones are getting higher and faster, and the upgrading speed of mobile phones is accelerated. The speed of the user's replacement of the mobile phone has been shortened from four years ago to about 18 months in the past four years, with the consequent problem being the bulk buildup of old mobile phones. This not only leads to a waste of resources, but also because of the material structure inside the waste mobile phone, the disposal of the waste mobile phone can cause a great degree of pollution to the environment. Therefore, the recycling problem of the mobile phone is not only an economic problem but also a problem closely related to the living environment. Due to the non-standard of recycling market, and the weak recycling consciousness of mobile phone users in China, the present situation of high cell phone holding rate and low cell phone recovery rate is caused. The rise of the network recovery platform conforms to the recovery demand, but it is still not enough to make the recycling situation have a quality overflight, so how to improve the popularity of the recycling website, get the trust of the mobile phone users, improve the recovery will of the mobile phone users of our country, is the main discussion content of this article. There have been a lot of research and discussion about the recycling of second-hand mobile phones, and a great deal of theoretical and practical results have been obtained. There are a lot of domestic and foreign literatures on advertising effect and word-of-mouth effect, and the research literature on the impact of advertising effect and word-of-mouth effect on the recycling website is scarce. Therefore, the paper aims at the promotion and development of the network recovery platform based on the advertising effect and word-of-mouth effect. The following contents were mainly studied: 1. This paper expounds the necessity and the research background of the paper, and describes the feasibility and the research value of the research. In this paper, the relevant theories are reviewed, and the main results are as follows: The formula and derivation of Ito equation, as well as the research situation of word-of-mouth effect and the application of the word-of-mouth logic to the research in this paper have the advantages of being irreplaceable. The effects of advertisement effect and word-of-mouth effect on the network recovery platform were explored. This paper divides the factors that influence the popularity of network recovery platform into two factors: advertising effect and word-of-mouth effect. In the third part, this paper discusses the mathematical solving process of the advertising effect, provides the theoretical basis for the prediction of the advertising effect, and provides the theoretical measure for the influence of the simulation advertising effect on the trading volume of the website. In the fourth part, the influence of word-of-mouth effect on the network recovery platform is studied in two dimensions, and the influence of word-of-mouth effect on the trust of network platform is analyzed through structural equation analysis and word-of-mouth score. and the influence of word-of-mouth effect on the recovery willingness of mobile phone users. After measuring the theoretical prediction value of the advertisement effect and the correlation of the word-of-mouth effect on the influence factors of the network recovery platform, the paper selects the Bass diffusion model and the sensitivity analysis model which will be created by the theoretical value of the two parts, and selecting the appropriate step size as the model adjustment to obtain an intuitive and dynamic predictive simulation model, clearly seeing the more obvious the advertising effect, the higher the word-of-mouth effect influence factor, the more potential mobile phone recycling customers to make a recycling selection, and making the selection speed faster. This study not only responds to how to expand the market of network recovery platform, but also provides theoretical support for how to improve the recycling consciousness of mobile phone users. and the website can use the advertising effect and the word-of-mouth effect to create the brand effect of recycling the market and occupy the recycling mind of the mobile phone user, so that the mobile phone user in China is unfamiliar to the recycling, It is also more willing to choose to believe that recycling sites can provide them with satisfactory services.
【學位授予單位】：天津理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：O211.63
本文編號：2253451
[Abstract]:In recent ten years, mobile phone intelligent technology has developed rapidly, smartphone users are becoming more and more popular, people's experience demands on mobile phones are getting higher and faster, and the upgrading speed of mobile phones is accelerated. The speed of the user's replacement of the mobile phone has been shortened from four years ago to about 18 months in the past four years, with the consequent problem being the bulk buildup of old mobile phones. This not only leads to a waste of resources, but also because of the material structure inside the waste mobile phone, the disposal of the waste mobile phone can cause a great degree of pollution to the environment. Therefore, the recycling problem of the mobile phone is not only an economic problem but also a problem closely related to the living environment. Due to the non-standard of recycling market, and the weak recycling consciousness of mobile phone users in China, the present situation of high cell phone holding rate and low cell phone recovery rate is caused. The rise of the network recovery platform conforms to the recovery demand, but it is still not enough to make the recycling situation have a quality overflight, so how to improve the popularity of the recycling website, get the trust of the mobile phone users, improve the recovery will of the mobile phone users of our country, is the main discussion content of this article. There have been a lot of research and discussion about the recycling of second-hand mobile phones, and a great deal of theoretical and practical results have been obtained. There are a lot of domestic and foreign literatures on advertising effect and word-of-mouth effect, and the research literature on the impact of advertising effect and word-of-mouth effect on the recycling website is scarce. Therefore, the paper aims at the promotion and development of the network recovery platform based on the advertising effect and word-of-mouth effect. The following contents were mainly studied: 1. This paper expounds the necessity and the research background of the paper, and describes the feasibility and the research value of the research. In this paper, the relevant theories are reviewed, and the main results are as follows: The formula and derivation of Ito equation, as well as the research situation of word-of-mouth effect and the application of the word-of-mouth logic to the research in this paper have the advantages of being irreplaceable. The effects of advertisement effect and word-of-mouth effect on the network recovery platform were explored. This paper divides the factors that influence the popularity of network recovery platform into two factors: advertising effect and word-of-mouth effect. In the third part, this paper discusses the mathematical solving process of the advertising effect, provides the theoretical basis for the prediction of the advertising effect, and provides the theoretical measure for the influence of the simulation advertising effect on the trading volume of the website. In the fourth part, the influence of word-of-mouth effect on the network recovery platform is studied in two dimensions, and the influence of word-of-mouth effect on the trust of network platform is analyzed through structural equation analysis and word-of-mouth score. and the influence of word-of-mouth effect on the recovery willingness of mobile phone users. After measuring the theoretical prediction value of the advertisement effect and the correlation of the word-of-mouth effect on the influence factors of the network recovery platform, the paper selects the Bass diffusion model and the sensitivity analysis model which will be created by the theoretical value of the two parts, and selecting the appropriate step size as the model adjustment to obtain an intuitive and dynamic predictive simulation model, clearly seeing the more obvious the advertising effect, the higher the word-of-mouth effect influence factor, the more potential mobile phone recycling customers to make a recycling selection, and making the selection speed faster. This study not only responds to how to expand the market of network recovery platform, but also provides theoretical support for how to improve the recycling consciousness of mobile phone users. and the website can use the advertising effect and the word-of-mouth effect to create the brand effect of recycling the market and occupy the recycling mind of the mobile phone user, so that the mobile phone user in China is unfamiliar to the recycling, It is also more willing to choose to believe that recycling sites can provide them with satisfactory services.
【學位授予單位】：天津理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：O211.63
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