【摘要】：隨著互聯(lián)網(wǎng)及移動(dòng)互聯(lián)網(wǎng)技術(shù)與應(yīng)用的不斷革新,消費(fèi)者購物的方式、品牌的商業(yè)模式,以及品牌與消費(fèi)者的溝通方式都發(fā)生了巨大的改變。在線環(huán)境的便利性使得消費(fèi)者可以輕松地進(jìn)入到“虛擬商鋪”,也可以輕松地離開,消費(fèi)者對(duì)品牌的忠誠度變得更難以判斷與控制。傳統(tǒng)的廣告營銷除了成本高昂以外,也逐漸受到網(wǎng)民的排斥,越來越多的商家開始轉(zhuǎn)換思維,利用社交網(wǎng)絡(luò)平臺(tái),打造一個(gè)新的與網(wǎng)民互動(dòng)的情感平臺(tái),把網(wǎng)民攏到潛在消費(fèi)者群體當(dāng)中,品牌營銷從過去的“打擾時(shí)代”進(jìn)入到“參與時(shí)代”。 傳統(tǒng)的經(jīng)濟(jì)學(xué)理論中,消費(fèi)者被認(rèn)為是完全理性的”經(jīng)濟(jì)人”,并且總是按照效用最大化原則做出最優(yōu)選擇,在此前提下,許多與消費(fèi)者情感密切相關(guān)的品牌忠誠結(jié)論難以成立。實(shí)際上,在品牌忠誠形成過程中,由于個(gè)人情感因素、社會(huì)關(guān)系因素等各內(nèi)外非理性因素的影響,消費(fèi)者的品牌選擇行為呈現(xiàn)大量非理性現(xiàn)象。在社會(huì)化網(wǎng)絡(luò)時(shí)代,這種非理性因素影響下的消費(fèi)現(xiàn)象十分普遍。但是這些非理性因素產(chǎn)生的影響并非一定是負(fù)面的,商家可以利用消費(fèi)者的非理性思考,使之在聽說向試用、滿意向忠誠過渡中發(fā)揮正向重要,同時(shí)規(guī)避非理性因素形成的不利經(jīng)驗(yàn)對(duì)營銷活動(dòng)的消極作用。 在線品牌包括了傳統(tǒng)品牌的在線渠道遷移以及原本就是依靠網(wǎng)絡(luò)平臺(tái)發(fā)展起來的品牌,本研究選擇前者為主要研究對(duì)象,從心理層面研究傳統(tǒng)商品或商鋪遷移到在線環(huán)境下進(jìn)行營銷的方法與效果。為探究非理性因素對(duì)這種在線品牌忠誠的影響,首先,從信息論的角度厘清在線品牌與消費(fèi)者之間的信息交流過程,結(jié)合案例分析及文獻(xiàn)綜述,從心理學(xué)的角度,找到期間起重要作用的非理性影響因素；然后,利用社會(huì)心理學(xué)的相關(guān)原理對(duì)上述總結(jié)因素進(jìn)行心理層面的解釋,構(gòu)建出非理性因素影響下在線品牌忠誠形成的三階段模型；最后,運(yùn)用馬爾可夫轉(zhuǎn)移矩陣作為主要規(guī)則對(duì)上述動(dòng)態(tài)演變模型進(jìn)行模擬與仿真,在仿真實(shí)驗(yàn)中重復(fù)運(yùn)行,調(diào)整各影響因素的概率,多次觀察,總結(jié)其各因素與忠誠形成之間的關(guān)系規(guī)律。 經(jīng)分析研究,消費(fèi)者與品牌之間的關(guān)系成長存在品牌信息的查找、接觸與識(shí)別、加工、回憶、使用以及交流的循環(huán)過程,成長階段包括在線品牌印象、在線品牌滿意、在線品牌忠誠三個(gè)階段,相比于價(jià)格、質(zhì)量、功能等經(jīng)濟(jì)影響因素,期間起更重要作用的非理性影響因素可分為引起集體非理性的社會(huì)因素,對(duì)此因素將從社會(huì)心理學(xué)的角度來分析；其中社會(huì)因素包括品牌廣告信息及口碑傳播,將影響消費(fèi)者的品牌情感體驗(yàn)程度,從而影響對(duì)品牌信息的再接收能力,若商家加以引導(dǎo)與溝通,可良性調(diào)節(jié)消費(fèi)者與品牌之間的關(guān)系成長過程。所有的直接或間接影響因素可利用仿真系統(tǒng)的概率模型進(jìn)行模擬,尋找涌現(xiàn)規(guī)律,提出多條切實(shí)可行的營銷策略建議。 綜上所述,隨著社交網(wǎng)絡(luò)的發(fā)展,網(wǎng)絡(luò)營銷環(huán)境的社會(huì)性越來越突顯,品牌口碑信息及營銷情境以人類社會(huì)特有的價(jià)值感知錯(cuò)覺干擾著傳統(tǒng)的理性消費(fèi)決策,形成集體非理性消費(fèi),若能細(xì)心經(jīng)營品牌營銷環(huán)境,利用這些口碑信息或品牌營造的情境環(huán)境可以彌補(bǔ)互聯(lián)網(wǎng)在信任體系建設(shè)及消費(fèi)體驗(yàn)上的缺陷。同時(shí)注重觀察與總結(jié),獲取消費(fèi)者的品牌忠誠規(guī)律和特征,對(duì)互聯(lián)網(wǎng)產(chǎn)品設(shè)計(jì)、資源配置和營銷策劃等都具有積極的現(xiàn)實(shí)意義。
[Abstract]:With the continuous innovation of Internet and mobile Internet technology and applications, the mode of consumer shopping, the brand business model, and the way of communication between brands and consumers have changed greatly. The convenience of the online environment makes it easy for consumers to enter the "virtual shop", and can easily leave the consumer. Brand loyalty has become more difficult to judge and control. In addition to high cost, traditional advertising marketing is also gradually rejected by netizens. More and more businesses have begun to transform their thinking and make use of social network platform to create a new emotional platform to interact with Internet users. The past "disturbed era" entered the era of participation.
In the traditional economic theory, consumers are considered to be completely rational "economic people", and always make the best choice according to the principle of utility maximization. Under this premise, many brand loyalty conclusions closely related to consumers' emotion are difficult to establish. In fact, in the process of brand loyalty, the social relation is due to individual emotional factors. With the influence of irrational factors, such as factors, such as factors, consumers' brand selection behavior presents a large number of irrational phenomena. In the social network era, the consumption phenomenon is very common under the influence of irrational factors. However, the effects of these irrational factors are not necessarily negative, and the merchants can use the irrational thinking of consumers. To make it play a positive role in listening and speaking to trial and satisfaction to the transition of loyalty, while avoiding the negative effect of adverse experiences formed by irrational factors on marketing activities.
The online brand includes the online channel migration of the traditional brand and the brand which was originally developed by the network platform. This study chooses the former as the main research object, and studies the methods and effects of the marketing of traditional goods or shops in the online environment from the psychological level. The influence of loyalty, first, clarifies the process of information exchange between online brands and consumers from the perspective of information theory, and combines case analysis and literature review to find out the irrational factors that play an important role during the period of psychology; then, the psychological aspects of the above factors are carried out by the principles of social psychology. The three stage model of online brand loyalty is constructed under the influence of irrational factors. Finally, the Markov transfer matrix is used as the main rule to simulate and simulate the above dynamic evolution model. The model is repeated in the simulation experiment, the probability of various influence factors is adjusted, and the factors and loyalty are summarized. The law of relations between them.
After analysis, the relationship between consumer and brand has three stages, such as brand information search, contact and recognition, processing, memory, use and communication. The growth stage includes online brand impression, online brand satisfaction, and online brand loyalty, compared with the economic factors such as price, quality, function and so on. The non rational factors of the important role can be divided into social factors that cause collective irrational, which will be analyzed from the perspective of social psychology; the social factors include brand advertising information and word of mouth communication, which will affect the consumer's brand emotional experience, so as to reflect the re acceptance of brand information, if the business is added. With guidance and communication, the relationship between the consumer and the brand can be well regulated. All the direct or indirect factors can be simulated by the probability model of the simulation system to find out the emergence rules and put forward a number of practical marketing strategies.
To sum up, with the development of social network, the sociality of the network marketing environment is becoming more and more prominent. The brand word of mouth information and marketing situation interferes with the traditional rational consumption decision with the unique sense of value perception of human society, and forms collective irrational consumption. If we can manage brand marketing environment carefully, use these word of mouth information or brand. The situation environment can make up the defects of the Internet in the construction of the trust system and the consumption experience. At the same time, we pay attention to the observation and summary, obtain the consumer's brand loyalty rules and characteristics, and have positive meaning to the design of Internet products, the allocation of resources and marketing planning.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.55;F713.36

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 羅子明;消費(fèi)者品牌忠誠度的構(gòu)成及其測量[J];北京商學(xué)院學(xué)報(bào);1999年02期

2 張帆,劉浩;市場營銷中的暈輪效應(yīng)分析[J];商業(yè)研究;2004年20期

3 袁凌;姚記標(biāo);;基于心理賬戶的企業(yè)員工忠誠管理研究[J];財(cái)經(jīng)理論與實(shí)踐;2010年03期

4 陸娟,張東晗;消費(fèi)者品牌忠誠影響因素實(shí)證分析[J];財(cái)貿(mào)研究;2004年06期

5 胡海波;王科;徐玲;汪小帆;;基于復(fù)雜網(wǎng)絡(luò)理論的在線社會(huì)網(wǎng)絡(luò)分析[J];復(fù)雜系統(tǒng)與復(fù)雜性科學(xué);2008年02期

6 張放;;網(wǎng)絡(luò)人際傳播中印象形成效果的實(shí)驗(yàn)研究[J];國際新聞界;2011年02期

7 王玲玲;蔡笑岳;;社會(huì)判斷中啟發(fā)式與偏差的再認(rèn)識(shí)[J];廣州大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2010年03期

8 李克琴,喻建良;品牌忠誠分類研究[J];湖南大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2002年03期

9 藍(lán)靛;;顧客的非理性思考在滿意到忠誠過渡中的影響[J];海南廣播電視大學(xué)學(xué)報(bào);2006年04期

10 于洪彥;品牌忠誠度的構(gòu)成及其測量[J];吉林大學(xué)社會(huì)科學(xué)學(xué)報(bào);2003年05期

，

本文編號(hào)：2174704