基于微博的价值共创消费者社区论文.docVIP

PAGE I 基于微博的价值共创消费者社区 ——企户间的深度与广度沟通 中文摘要 目前，企业与用户共同创造价值越来越受到人们的重视，企业一方通过与消费者的广度沟通和深度沟通掌握他们的信息。目的也是为了更好的满足消费者的需求，同时促使消费者从一个企业的用户转为它的合作者和推广者。其中，互联网社区平台，作为企户之间进行价值共创的基础，起了举足轻重的作用。从企业博客、SNS社区企业公共主页到企业微博，企业也在利用平台的优势不断深化与用户广度沟通和深度沟通。 本文即通过对比分析，企业博客、SNS社区公共主页和企业微博的功能和企户间沟通内容两个方面，总结出三者消费者社区对于企户间价值共创的沟通基础条件。进而，根据结果主要设计出基于微博平台的新型沟通方式：企业官方微博，企业高管微博和企业普通员工微博三层网络模式。其中，通过企业CEO等高管的用户群转移，促进去中心化的企户网络模型形成。 关键词： 价值共创 深度沟通 广度沟通 微博 企业微博 Abstract Nowadays, the co-creating value of company and customer get more and more attention by peoples. The company achieves users’ information through communicating with them deeply and widely. It is aimed to get the consumer’s needs and persuade them to be a cooperator and spreader. In it，the internet social platforms, as the basic of value co-creation, have played the important role。From business blog, SNS social company pages to twitter of enterprise, the company also take the advantage of these platforms to deepening the deep and wide communication of users continually. This paper is used comparative analysis method to conclude the basic condition of three customer virtual communities(business blog, SNS social company pages and twitter of enterprise) in two side: the contents and the functions. Moreover, based the analysis, we will find out a new method to communicate between firms and customersthree layer network model of the enterprise basic twitter, its CEO/CTO’s twitter and normal staff twitter. In it, through the transfer of users, it will enhance the decentralized network between the company and customer. Keywords: Value Co-creation Deep Communication Wide Communication Twitter Enterprise Twitter 第 PAGE 3页 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc 1 绪论 PAGEREF _Toc \h 3 HYPERLINK \l _Toc 2 文献综述 PAGEREF _Toc \h 4 HYPERLINK \l _Toc 2.1 消费者的异质性和在消费者社区中角色的转变 PAGEREF _Toc \h 4 HYPERLINK \l _Toc 2.2 去中心化，使微博成为观点的“跳蚤市场” PAGEREF _Toc \h 5 HYPERLINK \l _Toc 2.3 微博益于企户间沟通的网络与技术条件 PAGEREF _Toc \h 5 HYPERLINK \l _Toc