经济与管理研究
經濟與管理研究
경제여관리연구
RESEARCH ON ECONOMICS AND MANAGEMENT
2014年
4期
119-128
,共10页
品牌微博%内容分析%微博营销%微博影响力
品牌微博%內容分析%微博營銷%微博影響力
품패미박%내용분석%미박영소%미박영향력
Brand Microblog%Content Analysis%Microblog Marketing%Micoblog influence
微博为品牌和消费者之间提供了对话式沟通的机会，不少企业也已经注意到了利用微博进行品牌沟通的重要性。然而，当前的实践活动尚缺乏系统的理论指导，相关的实证研究更是付之阙如。文章基于对28家品牌微博的沟通内容进行了取样分析，实证研究了不同类型微博内容的影响力差异，并进一步比较了不同类型品牌的内容倾向。研究发现：品牌微博的内容分为关系构建型、行为引导型和信息提供型三类，且行为引导型的内容最多；不同行业的品牌微博存在明显的内容发布偏好；行为引导型微博最容易获得更高的转发和评论机会，关系构建型次之，信息提供型最低。
微博為品牌和消費者之間提供瞭對話式溝通的機會，不少企業也已經註意到瞭利用微博進行品牌溝通的重要性。然而，噹前的實踐活動尚缺乏繫統的理論指導，相關的實證研究更是付之闕如。文章基于對28傢品牌微博的溝通內容進行瞭取樣分析，實證研究瞭不同類型微博內容的影響力差異，併進一步比較瞭不同類型品牌的內容傾嚮。研究髮現：品牌微博的內容分為關繫構建型、行為引導型和信息提供型三類，且行為引導型的內容最多；不同行業的品牌微博存在明顯的內容髮佈偏好；行為引導型微博最容易穫得更高的轉髮和評論機會，關繫構建型次之，信息提供型最低。
미박위품패화소비자지간제공료대화식구통적궤회，불소기업야이경주의도료이용미박진행품패구통적중요성。연이，당전적실천활동상결핍계통적이론지도，상관적실증연구경시부지궐여。문장기우대28가품패미박적구통내용진행료취양분석，실증연구료불동류형미박내용적영향력차이，병진일보비교료불동류형품패적내용경향。연구발현：품패미박적내용분위관계구건형、행위인도형화신식제공형삼류，차행위인도형적내용최다；불동행업적품패미박존재명현적내용발포편호；행위인도형미박최용역획득경고적전발화평론궤회，관계구건형차지，신식제공형최저。
The booming of Microblog has provided an opportunity for dialogic communication between brand and con-sumers.The importance of brand communication via microblog platform has largely attracted the attention of corporations, while no systematic guidance has been yet reached for practical campaign and the empirical study is even less.This re-search conducts an empirical study based on the communication content of 28 brand microblog and examines the difference of influence among various types of content.It further compares the content preference of the microblog post between differ-ent industries and thus achieved the following findings:the content type of brand microlog can be divided into information providing,community construction and action guidance,of which the most is action guidance;there is an apparent prefer-ence of microblog content among industries;the action guidance type of microblog is the easiest to attract the most reposts and comments,following is the type of community construction and the least is information providing.
