微博营销对用户购买意愿的影响的研究.docVIP

微博营销对用户购买意愿的影响研究 【摘要】互联网进入了后web 2.0时代,一种以互联网协作平台媒体为依托,进行信息传播及获取的新型营销方式——微博营销应运而生。依靠便捷传播的方式和平台,微博不仅改变了信息传播的模式,而且掀起了一场互联网领域的“微革命”。微博在短短的几年内蹿红,成为最具人气的网络平台，微博所凝聚的巨大数目的用户和传播力带来了意想不到的效应，相对而言，企业微博营销是一个新话题。企业纷纷利用微博开展营销活动，试图获取利润。微博营销被众多相关人士预测为新一代营销模式的推动者,越来越多的企业纷纷到微博上争夺消费者的注意力,试图将微博作为与消费者沟通、影响消费者行为的有力工具。虽然越来越多的企业意识到微博对营销存在的巨大意义和价值，但是对于如何在微博上开展营销活动，仍缺少整体的战略层面思考。 微博营销作为市场化营销的新形式，虽然伴随着微博发展进程仅仅在近几年才兴起，但在国外已出现了以戴尔为代表的，运用微博营销的高级用户，在国内也不乏由凡客、中粮等一批企业创造的微博营销经典案例，其表现出的巨大潜力已引起了业界和学界的普遍关注。微博已经成为企业进行品牌产品推广的重要平台,而且微博营销方式需通过中间变量的作用才能对消费者购买决策产生显著影响,其中活动营销所带来的影响最为显著。从企业微博营销的特点入手，基于网络消费者交易过程视角，探讨企业微博营销对消费者购物决策的影响。揭示其关键因素和作用机制并结合案例进行分析，为相关企业更好地开展微博营销提供建议。 【关键词】微博；微博营销；购买决策；营销策略 Weibo marketing research on the influence of the user purchase intention Abstract The Internet into the web 2.0 era, a collaboration platform on Internet media, information transmission and access to new marketing methods, weibo marketing arises at the historic moment. Depend on the spread of the convenient way and platform, weibo is not only changed the mode of information transmission, and set off a revolution in the field of the Internet. Weibo leap up is red in a few short years, become the most popular network platform, weibo condensed by the huge number of users and the propagation force brought unexpected effect, relative to character, weibo marketing is a new subject. Companies use microblogging to carry out marketing activities, try to make profits. Weibo marketing by a great number of relevant personage to predict for the new generation of marketing model, more and more companies to twitter for elimination. Microblog marketing as a new form of market marketing, although with weibo development emerged only in recent years, but has appeared in foreign countries represented by dell, using advanced users of microblog marketing, at home there are created by man, a group of companies such as cofco weibo marketing classic case, it showed the great potential of has aroused the attention of the academia and ind