【作者】 姚磊；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 企业管理， 2014， 硕士

【摘要】 信息时代的发展给人们生活带来了诸多变化和便捷,微博作为信息时代的产物,现已成为人们接受信息的至关重要的一个渠道,也因此成为企业进行营销的“利器”,有效、科学地利用微博进行营销,对于实现企业一些目标具有事半功倍之效。而在竞争高度同质化的经济时代,产品或服务的物理特征实质上已区别不大,让消费者在主观上感知到高质量,才是当代市场竞争的黄金法则,即提高消费者的感知质量,才能让企业在激烈的市场竞争中脱颖而出。而社群意识、可信度等因素都可在某种程度上影响消费者的感知质量,所以研究如何利用微博营销来通过社群意识、可信度来影响消费者的感知质量具有了现实意义。基于以上背景,本文试图研究微博营销、社群意识、可信度和品牌感知质量的关系,即研究企业如何通过微博来有效地影响消费者的社群意识,提高他们的信任度,最终达到影响消费者感知质量甚至消费者行为的目的,据此让企业在利用微博营销提高消费者感知质量的时候可以有的放矢,在激烈的市场竞争中立于不败之地。具体来说,首先,介绍本文的选题背景和研究意义、研究内容框架；其次,就微博营销、感知质量、社群意识和可信度进行文献综述；第三,基于文献综述,构建本文的理论模型,提出研究假设；第四,进行调查量表和问卷的设计,收集数据进行统计分析,验证假设；最后根据验证情况得出研究的结论,据此提出营销建议。本研究的创新点主要包括以下几个方面：(1)微博营销和品牌感知质量的关系研究还是空白点,本文创新性地构建微博营销对品牌感知质量的研究模型；(2)在研究微博营销对品牌感知质量的影响研究中,引入变量社群意识和可信度；(3)通过深度访谈法提炼出微博营销的四个维度。更多还原

【Abstract】 The developing of the information age has brought a lot changes and convenient to pepople’s lives, microblog-as a product of the information age, has become a vital channel for people to accept information, and the effect "weapon" for enterprises to do marketing scientificly, which has a multiplier effect than before. In a competitive economic times of degree homogeneity, there has been little difference in the physical characteristics of the product or service, to improve the perceived quality of consumers is the golden rule of the contemporary market competition. To some extent, sense of community and credibility can affect the perceived quality of consumers, therefore, it has a practical significance to study how to ues microblog marketing to affect sense of community and credibility, and affect the perceived quality of consumers at last.Based on the above background, this paper attempts to study the relationship of the microblog marketing, sense of community, credibility and perceived quality of consumers, which help enterprises to stand in an invincible position in the fierce market.Specific research contents include:first, introduce background and significance、 content and framework; second, do the literature review of microblog marketing、 perceived quality of consumers、sense of community and credibility; third, base on the literature review to build theoretical model and propse hypotheses; fourth, design the investigate scale and questionnaire design, and collect data、analyze statistic to test hypotheses; finally, conclude studies under verification, and propose marketing recommendations according. The innovation of this paper include the following aspects:(1) it is a blank to study the relationship of microblog marketing and perceived quality, and this paper tends to do it innovatively;(2) introduce the variable of sense of community and credibility;(3) extract four dimensions of the microblog marketing through depthe interviews.更多还原