微信“朋友圈”中的“意見领袖”在品牌推广中的作用.docxVIP

PAGE \* MERGEFORMAT 9 湘潭大学学年论文 题 目：微信朋友圈中的“意见领袖”在品牌推广中的作用 学 院： 商学院 专 业： 11级市场营销一班 学 号： 2011130913 姓 名： 李丽君 指导教师： 张立 完成日期： 2014.04 目 录 摘要···························································I Abstract ································································I 引言··································································1 一、文献综述···················································1 二、问卷的设计与发放···················································1 （一）问卷结构···························································1 （二）问卷统计方法说明···················································2 （三）问卷发放及回收情况·················································2 三、问卷的统计分析···········································2 （一）微信的使用频率分析·················································2 （二）“意见领袖”在朋友圈中的存在情况····································3 （三）“意见领袖”对个人的影响情况·········································3 （四）网不同行业的受影响程度····································5 四、研究结论与建议····················································5 （一）根据调查结果得出的结论······································6 （二）对利用“意见领袖”在微信朋友圈中进行品牌推广的建议············6 参考文献·······························································8 附录························································9 微信朋友圈中的“意见领袖”在品牌推广中的作用 摘要：自2011年微信推出至今，微信已经拥有了超过6亿的用户，成为了继QQ之后人们用得最多的移动IM。人们一直对微信保持着高度关注，对微信的研究从未间断。但是，大多数人主要关注于微信的“公众号”，针对微信朋友圈的很少。本文以问卷调查为主，将文献研究法与定性分析法相结合，旨在了解微信朋友圈中的“意见领袖”这一角色在品牌推广中的作用，并提出相应的建议。 关键词：微信 意见领袖 品牌推广 Abstract: Since the Wechat has launched in 2011, It is already has more than 600 million users, became the most used mobile IM behind the QQ. People paying close attention to the Wechat, and nonstop the study of it. However, most people are more interested in the “Public users” than the “common users” on the Wechat. This article using the method of questionnaire survey, combine the method of qualitative analysis and literatu