【摘要】：隨著經(jīng)濟(jì)、社會(huì)發(fā)展水平的不斷提高,我國(guó)的網(wǎng)民數(shù)量和互聯(lián)網(wǎng)普及率也在日益增加,互聯(lián)網(wǎng)逐漸成為人們生活不可或缺的工具,人們通過互聯(lián)網(wǎng)進(jìn)行日常工作、學(xué)習(xí)、娛樂、社交、獲取信息等諸多活動(dòng),以保持正常生活秩序與質(zhì)量。在此背景下,社交媒體應(yīng)運(yùn)而生并迅猛發(fā)展,逐漸成為互聯(lián)網(wǎng)的主流平臺(tái)。在社交媒體功能日趨豐富的同時(shí),企業(yè)開始利用社交媒體開展網(wǎng)絡(luò)營(yíng)銷,以便擴(kuò)大產(chǎn)品銷售和建立良好顧客關(guān)系；消費(fèi)者也不再滿足于被動(dòng)接受而是更加傾向于主動(dòng)參與其中,因而產(chǎn)生了大量的用戶生成內(nèi)容。但由于社交媒體種類繁多、特點(diǎn)各異,使得企業(yè)在選擇社交媒體進(jìn)行營(yíng)銷活動(dòng)時(shí),存在一些差異與問題,導(dǎo)致社交媒體營(yíng)銷策略執(zhí)行不當(dāng),直接影響營(yíng)銷目標(biāo)和效果。對(duì)此,理論研究仍有不足,這對(duì)于企業(yè)合理選擇社交媒體、制定有效的社交媒體營(yíng)銷策略缺乏有效指導(dǎo)。因此,本文擬從用戶生成內(nèi)容的視角出發(fā),對(duì)不同社交媒體平臺(tái)上與企業(yè)相關(guān)的用戶生成內(nèi)容的差異性進(jìn)行研究,以期研究結(jié)論能夠?yàn)槠髽I(yè)選擇不同的社交媒體進(jìn)行網(wǎng)絡(luò)營(yíng)銷提供理論支持和實(shí)踐指導(dǎo)。 本研究首先對(duì)國(guó)內(nèi)外有關(guān)社交媒體和用戶生成內(nèi)容文獻(xiàn)資料進(jìn)行分析歸納,并結(jié)合與多名營(yíng)銷學(xué)者以及社交媒體用戶的深度訪談,提煉出與企業(yè)相關(guān)的用戶生成內(nèi)容的測(cè)評(píng)維度,共3項(xiàng)指標(biāo)、6個(gè)維度(數(shù)量；質(zhì)量：品牌中心性、信息真實(shí)性、交流互動(dòng)性、傳播推廣性；情感：積極、消極、中性、不清晰)；然后利用網(wǎng)絡(luò)抓取和內(nèi)容分析法對(duì)國(guó)內(nèi)三個(gè)主流社交媒體平臺(tái)(新浪微博、人人網(wǎng)、優(yōu)酷網(wǎng))上與兩個(gè)電子產(chǎn)品品牌(小米和魅族)相關(guān)的用戶生成內(nèi)容樣本進(jìn)行搜集和編碼,得到原始數(shù)據(jù)；接著利用統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行分析處理,具體包括描述性統(tǒng)計(jì)分析、單因素方差分析和多因素方差分析等,得到以下基本結(jié)論：首先,不同社交媒體平臺(tái)上與企業(yè)相關(guān)的用戶生成內(nèi)容在數(shù)量、質(zhì)量和情感方面存在顯著差異性；其次,企業(yè)在社交媒體上采用不同的營(yíng)銷策略對(duì)于與企業(yè)相關(guān)的用戶生成內(nèi)容數(shù)量、質(zhì)量和情感有一定影響。該研究結(jié)論不僅彌補(bǔ)了理論界對(duì)此研究的不足,同時(shí)對(duì)于企業(yè)選擇社交媒體開展?fàn)I銷活動(dòng)有現(xiàn)實(shí)指導(dǎo)意義。最后,本文討論了本研究的局限性和未來(lái)研究方向。 本文在三個(gè)層面具有較強(qiáng)的創(chuàng)新性,首先理論發(fā)展角度推動(dòng)了社交媒體的對(duì)比研究,其次在研究方法角度采用了區(qū)別于傳統(tǒng)問卷調(diào)研的內(nèi)容分析法,最后在應(yīng)用價(jià)值角度使社交媒體營(yíng)銷更加科學(xué)化、規(guī)范化。
[Abstract]:With the continuous improvement of the level of economic and social development, the number of Internet users and the popularity of the Internet in China are also increasing day by day, the Internet has gradually become an indispensable tool for people's lives, and people carry on their daily work, study, and entertainment through the Internet. Social activities, access to information and many other activities to maintain normal order and quality of life. In this context, social media emerged as the times require and rapid development, gradually become the mainstream platform of the Internet. While the social media function is becoming richer, the enterprise begins to use the social media to carry on the network marketing, in order to expand the product sale and establish the good customer relationship; Consumers are no longer satisfied with passive acceptance, but tend to actively participate in it, resulting in a large number of user-generated content. However, due to the variety and characteristics of social media, there are some differences and problems in the selection of social media marketing activities, which leads to improper implementation of social media marketing strategy, which directly affects marketing goals and effects. Therefore, there are still some deficiencies in the theoretical research, which lacks effective guidance for enterprises to choose social media reasonably and to formulate effective social media marketing strategies. Therefore, from the perspective of user-generated content, this paper studies the differences of enterprise-related user-generated content on different social media platforms. The conclusion is expected to provide theoretical support and practical guidance for enterprises to choose different social media for online marketing. This study first analyzes and summarizes domestic and foreign literature about social media and user-generated content, and combines in-depth interviews with a number of marketing scholars as well as social media users. Extract the enterprise-related user-generated content measurement dimensions, a total of three indicators, six dimensions (quantity; Quality: brand centrality, information authenticity, communication interaction, communication extension; emotion: positive, negative, neutral, unclear); Then, using web capture and content analysis, we collected and coded user-generated content samples related to two electronic product brands (Xiaomi and Meizu) on three mainstream domestic social media platforms (Sina Weibo, Renren and Youku). Obtaining raw data; Then using statistical software to analyze and process the data, including descriptive statistical analysis, one-way variance analysis and multi-factor analysis of variance, and so on, and get the following basic conclusions: first of all, There are significant differences in the quantity, quality and emotion of the user-generated content related to the enterprise on different social media platforms. Secondly, the use of different marketing strategies on social media has a certain impact on the quantity, quality and emotion of user-generated content related to the enterprise. The conclusion not only makes up for the deficiency of the theoretical research, but also has practical guiding significance for enterprises to choose social media to carry out marketing activities. Finally, this paper discusses the limitations of this study and the future research direction. This paper has strong innovation in three levels. Firstly, the theory development angle promotes the comparative research of social media, secondly, the content analysis method, which is different from the traditional questionnaire research, is adopted in the research method. Finally, in the perspective of application value, social media marketing is more scientific and standardized.
【學(xué)位授予單位】：中國(guó)科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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本文編號(hào)：2458970