创新理论视野下的大学生微博营销实证研究(12页).doc

本 科 毕 业 设 计（论文） ( 2015届) 题 目：创新理论视野下的大学生微博营销实证研究 学 院: 商学院 专　　业: 工商管理 班　　级: 13工商管理专升本 姓 名: 郑蕾 学 号: 指导老师: 夏曾玉 完成日期: 2015年3月15日 创新理论视野下的大学生微博营销实证研究 摘要：微博自2006年出现在国外，微博网站于在我国上线之后，新兴媒体的微博逐渐人们群众欢迎和追捧。目前的火热程度不低于博客当年的盛况，微博硝烟四起、烟雾缭绕的时候，商家也从微博营销看了潜藏的良好，微博对其商品和品牌进行宣传，利用微博的优点进行快捷便利的发布新消息和等内容。发展趋势取决于对微博营销所持有的态度和看法可见，开展微博受众对微博营销持有的态度极其使用行为的研究具有重要的现实意义。目前社会中最活跃特殊群体的大学生未来社会中成长为，，也是微博受众的主要群体之一。选取的调查对象为上海的大学生是调查上海大学生接触和使用微博的情况，大学生微博营销认知认可、使用分析其成为潜在微博营销用户的可能性。实证研究主要是为关于微博营销受众方面的研究起到一个铺垫性、探索性的作用。Abstract：Microblogging since 2006 appeared in a foreign country, the first micro-blogging site in 2007 after the country on the line, as the gradually emerging media microblogging masses and sought after by the people. Hot microblogging current level is not less than the SNS website and blog type year peak, the war waged in the micro-Bo, smoke-filled time, the majority of businesses from microblogging marketing a good opportunity to see the potential, with the micro-blog their Goods and brand promotion, to take full advantage of microblogging conduct fast and convenient release news and promotions, and other content. Its development trend depends on the microblogging marketing audience held attitudes and perceptions. Thus, at this time the audience research Weibo microblogging marketing attitudes held by most usage behavior has important practical significance. As the special groups in society most active students grow in the future as the backbone of society, and also one of the main groups of micro-blog audience. Papers selected for college students surveyed Shanghai region, mainly through surveys and use of microblogging marketing contact situations Shanghai college students get college students microblogging marketing awareness and acceptability, user satisfaction, and the analysis of its