基于社交媒体的虚拟社区营销探索
本文采用理论分析和实证分析相结合的方法，在社交媒体环境下，以淘宝网为研究对象，通过对研究对象进行文度划分，确立了以社群认同和品牌认同为中介变量，研究虚拟社区与消费者态度之间的作用机制。为企业在社交媒体和虚拟社区相结合的复杂环境下的营销提供建议和意见。
关键词 社交媒体 虚拟社区 社群认同 品牌认同 消费者态度
毕业论文外文摘要
Title Research on virtual community marketing based on social media
Abstract
Virtual brand community mainly refers to the brand lovers or the organization of the company, discuss the brand knowledge, share brand experiences and feelings of the network community or forum, for example, smartphones, Apple user group. With the rapid development of Internet technology, the amount of information received by consumers is increasing. The attenuation of the role of the traditional media in the promotion of the promotion, so that we have to focus on the social media field. For the enterprise, social media has become an important marketing promotion and brand communication new channel. The combination of social media and virtual community has brought new thinking to the marketing of enterprise.
In this paper, we use a combination of theoretical analysis and empirical analysis method, in the social media environment, in Taobao, as the research object, to community identification and brand recognition as an intermediary variable, research on virtual community and consumer attitudes between mechanism. Provide advice and advice for the enterprise in the complex environment of social media and virtual community.
Keywords Social Media Virtual Community Community Identity Brand identity Consumer Attitudes
目 次
摘 要 I
ABSTRACT II
1 绪论 1
1.1 研究背景 1
1.2 研究问题及研究意义 1
1.2.1 研究目的 1
1.2.2 研究问题的提出 1
1.2.3 研究的意义 2
1.3 研究框架及研究流程 2
1.4 研究的创新点 2
1.5 研究的内容和方法 3
1.5.1 研究的内容 3
1.5.2 研究的方法 3
2 选择相关概念和文度 4
2.1 社交媒体研究 4
2.1.1 社交媒体的概念和特点 4
2.1.2 社交媒体的发展情况 4
2.1.3 社交媒体对消费者行为的影响 5
2.2 虚拟社区相关概念 6
2.2.1 品牌社区 6
2.2.2 虚拟社区 6
2.2.3虚拟品牌社区 7
2.2.4 社群认同 7
2.2.5品牌社区 7
2.2.6 消费者态度 7
2.3 理论研究模型的构建 8
上一篇：试论南京地铁与台北捷运的比较