CAJ | 학술논문

以互联网环境下反映消费者行为的AISAS模型为分析框架,对餐饮企业应用微博营销的适用性和餐饮企业消费者中微博用户的消费行为特点进行研究,并提出基于AISAS模型的餐饮企业微博营销策略,指出餐饮企业要利用微博平台的功能和特点,在消费者消费行为的"引起注意-激发兴趣-信息搜索-购买行为-分享"五个阶段开展有针对性的营销活动,以提高微博营销的有效性.
이호련망배경하반영소비자행위적AISAS모형위분석광가,대찬음기업응용미박영소적괄용성화찬음기업소비자중미박용호적소비행위특점진행연구,병제출기우AISAS모형적찬음기업미박영소책략,지출찬음기업요이용미박평태적공능화특점,재소비자소비행위적"인기주의-격발흥취-신식수색-구매행위-분향"오개계단개전유침대성적영소활동,이제고미박영소적유효성.
In this paper, the author discussed the applicability of microblog marketing used in the catering industry and the characteristics of consuming behaviors among the microblog users by taking the AISAS model, which reflects the consumer's behavior under the Internet environment, as the analysis framework. As a result, a microblog marketing strategy based on the AISAS model for catering enterprises was proposed, which encourages the catering enterprise to fully take advantages of functions and features of the microblog platform, and carry out some targeted marketing activities during the five stages of the consuming behavior (attention drawing, interest arousing, information searching, purchasing, sharing) in order to improve the microblog marketing effectiveness.