本文選題：微博　切入點：白領階層　出處：《沈陽理工大學》2015年碩士論文

【摘要】：國內領先的白領門戶網站MSN中文網發(fā)布了《中國白領網絡購物調查研究報告》報告發(fā)現(xiàn),當前白領人群的購物習慣正在發(fā)生著巨大的變化,即在線購物已漸成主流。本文通過對前人研究文獻的查閱、梳理,找到白領階層網絡購物傾向研究的假設前提,通過制作和發(fā)放調查問卷進行數據的收集和調研。后期對調查問卷進行整理和總結歸納,對數據進行整合分析。利用概念模型進行相關性和可信度的驗證,得出假設條件均具有解釋力,證明了假設條件的可靠性,調查問卷的可執(zhí)行性,數據的真實性。在文章的結論部分,對企業(yè)針對白領階層該如何利用微博進行營銷提出了建設性建議。本文在互聯(lián)網飛速發(fā)展的信息時代背景下,以微博為信息傳播的主要平臺,對白領階層購買傾向的影響因素進行詳盡的分析,并且以真實有效的數據分析白領消費者網購的現(xiàn)狀,從現(xiàn)實角度證明微博對白領網購購買傾向的影響力,分析研究對企業(yè)通過微博平臺進行產品銷售給出合理的建議。對于推動微博營銷研究工作的開展具有促進意義。
[Abstract]:MSN, a leading white-collar portal in China, published a report on online shopping in China. The report found that the shopping habits of white-collar people are undergoing great changes, that is, online shopping has gradually become the mainstream.This article through the previous research literature review, combs, finds the white-collar class network shopping tendency research hypothesis premise, through the production and the distribution questionnaire carries on the data collection and the investigation.In the later period, the questionnaire is sorted out and summarized, and the data is integrated and analyzed.By using the conceptual model to verify the correlation and credibility, it is concluded that all the hypothetical conditions have explanatory power, which proves the reliability of the hypothetical conditions, the enforceability of the questionnaire and the authenticity of the data.In the last part of the article, the author puts forward some constructive suggestions on how to use Weibo to market the white-collar class.Under the background of the information age with the rapid development of the Internet, this paper, taking Weibo as the main platform for information dissemination, makes a detailed analysis of the factors affecting the purchasing tendency of the white-collar class.And with the real and effective data to analyze the current situation of white-collar consumers online shopping, from a realistic point of view to prove Weibo's influence on white-collar online purchase tendency, analysis of the research on the enterprise through Weibo platform for product sales to give reasonable suggestions.To promote Weibo marketing research work to promote the development of significance.
【學位授予單位】：沈陽理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.36

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本文編號：1706819