【摘要】：社會化媒體鮮明的互動特點(diǎn)以及廣闊的人際關(guān)系傳播網(wǎng)為品牌帶來前所未有的機(jī)遇,在社會化媒體平臺上品牌可以以更人性化的方式與消費(fèi)者建立更平等、更廣泛和更親密的品牌關(guān)系。為了實(shí)現(xiàn)這個目標(biāo),品牌在社會化媒體上應(yīng)該突破傳統(tǒng)品牌營銷實(shí)踐中與消費(fèi)者建立交易性關(guān)系理論,轉(zhuǎn)而通過新興的媒介完成消費(fèi)者與品牌情感層次的關(guān)系締結(jié),加速提升提升消費(fèi)者對品牌的信任與忠誠,以達(dá)到持久性的高品質(zhì)的品牌關(guān)系質(zhì)量。本文基于社會化媒體這個背景,結(jié)合我國互聯(lián)網(wǎng)應(yīng)用普及、移動互聯(lián)網(wǎng)快速發(fā)展以及社會化媒體基本格局的形成等現(xiàn)狀,主要從以下幾個方面對社會化媒體背景下的消費(fèi)者與品牌互動關(guān)系與路徑進(jìn)行研究:(1)結(jié)合我國互聯(lián)網(wǎng)的應(yīng)用、社會化媒體的發(fā)展等分析在新情況下研究消費(fèi)者與品牌互動關(guān)系影響與意義,對相關(guān)概念進(jìn)行界定,并對對現(xiàn)有相關(guān)研究文獻(xiàn)進(jìn)行整理與分析;(2)社會化媒體對商業(yè)模式的根本性變革。分析社會化媒體對消費(fèi)者行為模式造成的改變來說明企業(yè)所面對的目標(biāo)群體已經(jīng)發(fā)生變化,然后分析社會化媒體式的思維對企業(yè)以及整個商業(yè)環(huán)境的巨大影響;(3)結(jié)合官方統(tǒng)計首先對國內(nèi)外企業(yè)利用社會化媒體進(jìn)行商業(yè)行為的情況有一個清楚的認(rèn)識;其次考察消費(fèi)者利用社會化媒體進(jìn)行商業(yè)活動的行為習(xí)慣;最后對兩個方面比較,初步得到企業(yè)利用社會化媒體進(jìn)行品牌建設(shè)與消費(fèi)者實(shí)際感受之間的錯位;(5)基于社會化媒體的消費(fèi)者與品牌互動關(guān)系概念模型的構(gòu)建。利用品牌關(guān)系理論中的顧客參與、顧客感知心理因素和品牌關(guān)系質(zhì)量嘗試按照經(jīng)典概念模型構(gòu)建的思路提出本文的概念;(6)進(jìn)行包括問卷設(shè)計、結(jié)果分析方法等方面的調(diào)研準(zhǔn)備。(7)構(gòu)建基于社會化媒體的消費(fèi)者與品牌互動關(guān)系機(jī)構(gòu)方程模型并對運(yùn)算結(jié)果進(jìn)行相關(guān)分析。建立本文研究課題的前提假設(shè),對相關(guān)變量進(jìn)行操作性定義與衡量,最后得到結(jié)構(gòu)方程模型。然后利用SPSS22.0和AMOS22.0軟件通過驗(yàn)證性因子分析方法對樣本和模型進(jìn)行實(shí)證分析。(8)針對實(shí)證分析的結(jié)果,結(jié)合成功案例提出基于社會化媒體的品牌與消費(fèi)者構(gòu)建良好互動關(guān)系的建議和對策。本文在力求科學(xué)的分析手段和大量數(shù)據(jù)的基礎(chǔ)上,闡述基于社會化媒體的品牌與消費(fèi)者互動的有效途徑。在運(yùn)用SPSS進(jìn)行基本統(tǒng)計分析的基礎(chǔ)上,選用AMOS進(jìn)行SEM(結(jié)構(gòu)方程建模),進(jìn)行驗(yàn)證性因子分析,得出模型相關(guān)變量之間的影響關(guān)系,并依據(jù)實(shí)證分析的結(jié)果,提出消費(fèi)者與品牌互動路徑建議。
[Abstract]:The distinctive interactive characteristics of social media and the wide network of interpersonal communication bring unprecedented opportunities for brands. On the platform of social media, brands can establish more equality with consumers in a more humane way. Broader and closer brand relationships. In order to achieve this goal, brand in social media should break through the traditional brand marketing practice and establish the transaction relationship theory with consumers, and then conclude the relationship between consumers and brand emotional level through the emerging media. Accelerate the promotion of consumer trust and loyalty to the brand in order to achieve lasting high-quality brand relationship quality. This article is based on the background of social media, combined with the current situation of the popularization of Internet applications in China, the rapid development of mobile Internet and the formation of the basic pattern of social media. This paper mainly studies the relationship and path of consumer and brand interaction in the context of social media from the following aspects: (1) combined with the application of the Internet in China, Analysis of the development of social media in the new situation to study the impact and significance of consumer and brand interaction, to define the relevant concepts, and to sort out and analyze the existing relevant research literature; (2) the fundamental transformation of social media to the business model. This paper analyzes the changes caused by social media to consumers' behavior pattern to show that the target groups of enterprises have changed, and then analyzes the enormous influence of social-media thinking on enterprises and the whole business environment. (3) in combination with official statistics, first of all, there is a clear understanding of the situation of enterprises at home and abroad using social media to conduct business activities, and secondly, the behavior habits of consumers using social media for business activities are investigated. Finally, comparing the two aspects, we get the mismatch between brand construction and consumers' actual feelings. (5) the concept model of the relationship between consumer and brand based on social media. Using the customer participation in the brand relationship theory, customer perception psychological factors and brand relationship quality try to put forward the concept of this paper according to the classical concept model. (6) the research preparation including questionnaire design, result analysis method and so on. (7) constructing the model of consumer and brand interaction organization equation based on social media and analyzing the result of calculation. The premise hypothesis of this paper is established, and the operational definition and measurement of the relevant variables are carried out. Finally, the structural equation model is obtained. Then using SPSS22.0 and AMOS22.0 software through confirmatory factor analysis method to sample and model empirical analysis. (8) according to the results of empirical analysis, Based on the successful cases, the author puts forward some suggestions and countermeasures to build a good interactive relationship between brands and consumers based on social media. On the basis of scientific analysis means and a great deal of data, this paper expounds the effective way of the interaction between brands and consumers based on social media. On the basis of basic statistical analysis with SPSS, AMOS is selected to carry out SEM (structural equation modeling), and confirmatory factor analysis is carried out to obtain the influence relationship between model variables, and according to the results of empirical analysis. Put forward the path of consumer-brand interaction.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F713.55

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