【作者】 梅洁；

【导师】 金定海；

【作者基本信息】 华东师范大学 ， 传播学， 2016， 硕士

【摘要】 消费者的成长正在改写市场规则,以微博为代表的社会化媒体及其互动特性,让营销人员得以与消费者直接进行互动,建立并不断巩固彼此之间的关系。同时,微博也为创建品牌社群提供了良好的网络环境,帮助消费者形成巨大的关系网络。如今的消费者,正从默默无闻的个体,变成喧闹嘈杂的群体。为了能充分认识微博的互动特性并对此加以利用,本文首先探究了微博平台上互动关系形成,提出微博平台上存在消费者-品牌间互动及消费者-消费者间互动这两条互动路径。接着,本文以杜蕾斯、百度、联想这三大品牌官方微博为研究对象,对品牌官方微博的互动评论内容进行分析,并进一步结合与网友的个人访谈,发现了在消费者-品牌互动过程中,以品牌拟人化为主要特征的类人际互动；以及消费者-消费者互动路径中的社会互动特性,并进一步分析了这两条路径下互动关系的形成、深化以及对品牌资产效用。最终,本文结合基于消费者视角的品牌资产框架对微博平台的互动特性进行了剖析,认为微博互动性能有效提高消费者对品牌的熟悉度,进而提高品牌认知度和显著性；微博互动性还能帮助品牌创建更丰富的内涵,尤其是独特的、强烈的无形品牌联想；它还可以及时引导消费者的品牌反应,并最终突破一般的品牌关系,实现两者对品牌价值的共同创造。更多还原

【Abstract】 The rapid growth of the consumer’s power is rewriting the rules of this market. The new media Weibo and its interactivity encouraged marketers to interact directly with their consumers, even built relationship with them. And Weibo also provides the brands an ideal online environment to establish brand communities. The consumers that were once hardly to be heard are now becoming more and more powerful as a group.In order to understand and make full use of the Weibo and its interactivity, this study firstly look deep into the interactive relationship on Weibo. This study found that there’re two kinds of interaction on the platform, one is between the brand and the consumer’s, while the other is between the different consumers. Then, we chose the official Weibo account of Durex, Baidu and Lenovo as the object of this study, firstly we gathered and analyzed the comments of their posts, the we invited 20 followersof these three brands to an in-depth interview, to talk about their interactive experience with these brands. Finally, we found that the interactive relationship between the consumers and the brand is deepening by the brand anthropomorphism, while the relationship between consumers are improved by the social interaction on Weibo.In the end, this study explored the contribution that these kinds of interactive relationship made to the brand from the perspective of brand equity theory. It turned out that interactive performance effectively improved the consumers’ brand familiarity, also improved brand awareness. The interactivity of Weibo platform can also help create more rich brand meaning, especially the unique and powerful brand associations. It can also lead to the positive consumer’s reaction in time, and eventually break through the general brand relationship and achieve the consumers and the brand’s co-value creation.更多还原