个人文化价值观与口碑传播相关关系研究企业管理专业论文.docxVIP

摘 摘 要 随着互联网的完善、发展和体验经济的到来，市场营销己进入由老消费者通过口碑传 播和推荐带动新消费者购买的交叉销售阶段。许多企业开始利用低成本的口碑信息，并将 口碑营销作为企业的有效营销方式。口碑传播和推荐率对企业提升市场占有率、培育消费 者忠诚度和提高企业经济效益的意义日趋重要。同时，由于经济的全球化以及企业的跨地 区运营，文化价值观对顾客消费心理及消费行为的影响成为营销学者关注的焦点。具有不 同文化背景和文化价值观的消费行为和口碑传播活动可能存在很大的差异性，这给在文化 取向多元化的中国市场进行口碑营销带来了巨大的挑战。在此背景之下，本文力图以中国 的大学生手机消费者为例，从理论探讨和实证研究两个角度对个人文化价值观与口碑传播 行为相关关系进行深入研究分析，试图为企业制定口碑营销策略提供借鉴。 本文首先概括了研究背景、目的、意义和方法，并描述了论文的基本研究框架必及研 究中的创新点和难点；其次在回顾国内外学者在口碑传播和个人文化价值观相关领域的研 究成果的基础上确定了研究假设及立论依据；再次，在对原始数据进行统计分析的基础上 验证了大学生手机消费者个人文化价值观的差异性，并依此将其划分为潜在提升型、安定 合群型、自尊安定型、享乐合群型和平淡型消费者，分析了持有不同个人文化价值观消费 者的口碑传播特点，并界定了大学生手机消费者13碑传播动机和口碑传播行为因子；最后 提出了相应的13碑营销建议，指出了本研究的局限性以及后续研究方向。 关键词：13碑传播个人文化价值观中国大学生交叉销售 AbstractWith Abstract With the development of intemet and emerging experience economy,marketing has been in the period of Cross-selling，in which new customers are attracted by word—of-mouth and recommendation of old customers．Many firms market their products and services efficiently with the strategy of word-of-moth．Word—of-mouth and recommendation are playing more and more important role in improvement of market share，customer loyalty,and in turn leads to more profit in the end．Meanwhile，because of the globalization and international operation of firms， the effect of culture value on consumer behavior and word—of-mouth communication has been the focus of marketing scholars’attention．There’re maybe differences among consumers holding different culture background and culture value，which brings about a huge challenge to word—of-mouth marketing in China with mixed culture values．Based on this context，we take Chinese university mobile consumer as an example，explore the correlation between individual value and word-of-mouth communication from academic and empirical perspectives in order to offer some references for word—of-mouth marketing plan． Firstly,this thesis generalizes the research background，aims，implication and method and describes its research frame as well as its difficulties and highlights．Secondly,this thesis con