發(fā)布時(shí)間：2018-04-03 20:39

  本文選題：微博　切入點(diǎn)：白領(lǐng)階層　出處：《沈陽(yáng)理工大學(xué)》2015年碩士論文

【摘要】：國(guó)內(nèi)領(lǐng)先的白領(lǐng)門(mén)戶網(wǎng)站MSN中文網(wǎng)發(fā)布了《中國(guó)白領(lǐng)網(wǎng)絡(luò)購(gòu)物調(diào)查研究報(bào)告》報(bào)告發(fā)現(xiàn),當(dāng)前白領(lǐng)人群的購(gòu)物習(xí)慣正在發(fā)生著巨大的變化,即在線購(gòu)物已漸成主流。本文通過(guò)對(duì)前人研究文獻(xiàn)的查閱、梳理,找到白領(lǐng)階層網(wǎng)絡(luò)購(gòu)物傾向研究的假設(shè)前提,通過(guò)制作和發(fā)放調(diào)查問(wèn)卷進(jìn)行數(shù)據(jù)的收集和調(diào)研。后期對(duì)調(diào)查問(wèn)卷進(jìn)行整理和總結(jié)歸納,對(duì)數(shù)據(jù)進(jìn)行整合分析。利用概念模型進(jìn)行相關(guān)性和可信度的驗(yàn)證,得出假設(shè)條件均具有解釋力,證明了假設(shè)條件的可靠性,調(diào)查問(wèn)卷的可執(zhí)行性,數(shù)據(jù)的真實(shí)性。在文章的結(jié)論部分,對(duì)企業(yè)針對(duì)白領(lǐng)階層該如何利用微博進(jìn)行營(yíng)銷提出了建設(shè)性建議。本文在互聯(lián)網(wǎng)飛速發(fā)展的信息時(shí)代背景下,以微博為信息傳播的主要平臺(tái),對(duì)白領(lǐng)階層購(gòu)買傾向的影響因素進(jìn)行詳盡的分析,并且以真實(shí)有效的數(shù)據(jù)分析白領(lǐng)消費(fèi)者網(wǎng)購(gòu)的現(xiàn)狀,從現(xiàn)實(shí)角度證明微博對(duì)白領(lǐng)網(wǎng)購(gòu)購(gòu)買傾向的影響力,分析研究對(duì)企業(yè)通過(guò)微博平臺(tái)進(jìn)行產(chǎn)品銷售給出合理的建議。對(duì)于推動(dòng)微博營(yíng)銷研究工作的開(kāi)展具有促進(jìn)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(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.36

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本文編號(hào)：1706819