企业面向消费者的微博沟通及其对品牌态度的影响机理研究

项目名称： 企业面向消费者的微博沟通及其对品牌态度的影响机理研究

项目编号： No.71202155

项目类型： 青年科学基金项目

立项/批准年度： 2013

项目学科： 工商管理

项目作者： 杨学成

作者单位： 北京邮电大学

项目金额： 21.5万元

中文摘要： 以微博为代表的社会化网络服务的兴起使得企业品牌管理环境日趋复杂，如何在这一环境下做好品牌管理成为企业必须面对的问题。本项目从企业开展品牌管理的实际需要出发，以品牌态度的最新理论成果为指导，分析企业面向消费者的微博沟通，理清微博沟通对品牌外显态度和内隐态度的影响机理，并依据研究结论提出有针对性的品牌管理建议，为企业在SNS环境下的品牌实践提供理论基础和决策参考。本项目的研究有着重要的理论意义和实践应用价值。从理论上讲，研究企业面向消费者的微博沟通，对于拓展传统传播理论和营销理论的适用范围、形成新的理论创新点具有重要的学术价值，特别是将微博沟通纳入品牌态度的理论框架，并对两者的作用机理进行理论建模和实证检验是一项具有开创性的研究工作；从实践应用角度来看，本项目的研究成果将为企业基于SNS开展品牌管理提供新思路、新工具，有助于提高企业品牌管理的科学决策和管理绩效，引导品牌在SNS环境中健康发展。

中文关键词： 企业微博；微博沟通；品牌外显态度；品牌内隐态度；品牌管理策略

英文摘要： The rise of social network service, taking microblog as representative, has made the environement of enterprise brand management more and more complicated. It enforces enterprises to manage brand well in the new surroundings. Based on the actual needs of enterprise brand management and directed by the latest theoretical achievements in brand attitude, this project analyzes the microblogging communications from enterprises to customers and tries to clarify the impact mechanism of microblogging communications on both brand explict attitude and brand implict attitude. On the basis of the research findings, the project provides targetd brand management policies and decision reference for the enterprises to perform brand management in SNS. The research is of great importance in both theoretical significance and practical application. Theoretically speaking, the research of blogging from enterprise to customer has high academic value to expand the scope of application in both traditional communication theory and marketng theory and to form theoretical innovations. Especially, it is a pioneering research to bring microblog into the theoretical framework of brand attitude, by constructing theoretical model and conducting empirical research. As for enterprise practice, the research findings will provide new way and new i

英文关键词： Enterprise Microblog；Microblogging Communications；Brand Explicit Attitude；Brand Implicit Attitude；Brand Management Policy