【作者】 张雪梅；

【导师】 李国峰；

【作者基本信息】 哈尔滨工业大学 ， 企业管理， 2016， 硕士

【摘要】 近些年来随着互联网的发展,自媒体逐渐兴起,其具有的低成本、快速的传播方式以及较强的互动性相比于其他媒介载体都有无可忽视的优势,因此越来越多的企业开始将自媒体运用到企业的营销活动中。在此背景下,研究如何在酒店的自媒体营销中吸引并留住顾客,提升用户的品牌忠诚成为一项重要的课题。信号传递理论解释了信息在企业与消费者之间的传递渠道与方式。其中企业相对于消费者而言占据着信息资源主导地位。有学者通过信号传递理论研究了品牌资产的形成机制,研究认为品牌是一种向消费者传达产品质量信息的重要信号,企业可以积极有效地将品牌信号传递给用户,进而提升用户的品牌忠诚度。本文以信号传递理论为理论基础,建立了经济型酒店的自媒体营销影响品牌忠诚的模型并提出相关假设。在实证研究部分,本文根据信号传递、顾客关系管理以及网络整合营销理论、构建了本文的概念模型。研究方案设计中以案例分析与焦点小组访谈的结果为依据,构建了经济型酒店的自媒体营销策略特性维度。通过借鉴相关理论以及构建的模型,对营销策略特性、顾客感知价值以及品牌忠诚之间的关系提出了假设。采用问卷调查收集数据,并运用SPSS21.0与AMOS17.0分析数据,得出以下结论:(1)经济利益性、产品实用性、活动趣味性、服务个性化及传播互动性对品牌忠诚影响显著。(2)顾客感知价值中功能价值、社会价值对品牌忠诚影响显著。(3)经济利益性对成本价值影响显著,产品实用性对功能价值影响显著,服务个性化、活动趣味性对社会价值影响显著,活动趣味性、传播互动性对情感价值影响显著。(4)功能价值在产品实用性对品牌忠诚的影响中具有显著中介作用,社会价值在活动趣味性、服务个性化对品牌忠诚的影响中具有显著中介作用。根据研究所得结果,本文结合经济型酒店在自媒体营销实践中存在的问题进行了分析并提出相应的对策:建立产品及服务标准;建立酒店CRM系统实现精准营销;跨平台整合,加强互动与趣味。最后阐述了本研究的局限性。更多还原

【Abstract】 In recent years, with the development of the Internet, we media gradually rises, it has rapid transmissibility and strong interactivity, which attracts a large number of enterprises. More and more companies start to use the media platform to carry out marketing activities. Under this background, It becomes an important topic to research how to attract and retain customers and promote brand loyalty in we media marketing activities of budget hotel.Signaling theory indicates that the information superiority side(such as the enterprises) transmit information related to the product quality to the disadvantage of one party in the information(such as consumers) through some observable channels. Some scholars study the forming mechanism of brand assets through the signal transmission theory. The research suggests that the brand is an important signal to transmit product quality information to consumers, the enterprise can actively and effectively deliver the brand signal to users, and enhance their brand loyalty. This paper establishes a model of budget hotels’ we media marketing influencing brand loyalty by drawing lessons from domestic and overseas scholars research, and put forward relevant assumptions.In the part of empirical research, this paper launches conceptual model,based on the signal transmission, customer relationship management, and network integrated marketing theory. The we media marketing feature dimension are established according to the result of the case analysis and focus group interviews. Assumptions among the relationship of marketing strategy, customer perceived value and brand loyalty are put forward drawing on relevant theory and the estabilshed model. After collecting data by questionnaire survey,this paper makes analysis using SPSS21.0 and AMOS17.0 and draws the following conclusions:(1) In we media’s marketing activities,economic interests, product usefulness, activity interest, personalized service and interactive communication significantly influence on brand loyalty.(2) In the impact of customer perceived value on brand loyalty, function value, social value significantly influence on brand loyalty.(3) In the impact of we media marketing on customer perceivedvalue, economic interests significantly influence on cost value, product usefulness influences significantly on the function value, personalized service,activity interest significantly influence on social value, activity interest and interactive communication significantly influence on emotion value.(4) Function value takes significant mediating effect in the impact of product usefulness on brand loyalty, and social value has significant mediating effect in the influence of activity interest and personalized service to brand loyalty.According to research conclusions, this paper combined with the problems in the budget hotel we media marketing and put forward solutions: build standards of product and service; establish CRM system; take cross-platform integration, strengthen interaction and fun. Finally, it expounds the limitations of this study.更多还原