摘要
利用内容分析法对易迅网微博内容进行了全样本分析,探索电子商务企业微博品牌传播效果差异及纵向变化趋势。品牌传播分布研究结果表明:广告数量最多,销售促进次之,再次是公共关系,"其他"最少。品牌传播纵向研究结果表明:企业微博成立之初,各类品牌传播方式的数量非常接近,表明企业发布微博内容具有随机性;此后广告和销售促进的增长速度逐渐加快,"其他"则逐渐趋近于零,而公共关系是先快后慢,表明企业微博营销意识越来越强。品牌传播效果研究结果表明:广告和销售促进的传播效果最好且无显著差异,公共关系次之,"其他"最差,并且它们之间存在显著差异。
The paper uses content analysis to analyze all microblogging content of 51 buy. com to explore effect differences and longitudinal trend in brand communication of e-commerce enterprises＇ microblogging. The study of brand communication distribution indicated that the amount of advertising was largest, followed by sales promotion, and the third was public relations,while the one of ＂others＂ was least. The longitudinal study of brand communication indicated that the amount of brand communication was nearly equal in establishment of enterprises＇ microblogging, which showed that there was random- ness in posting microblogging. Subsequently, the growth of advertising and sales promotion gradually accelerated and the one of ＂others＂ was close to zero, while the one of public relations firstly accelerated and then gradually decreased, which indicated that enterprises＇ microblogging marketing awareness was growing. The study of brand communication effect showed that communication effect of advertising and sales promotion were best and their differences isn＇ t significant, followed by public relations, while the one of ＂ others＂ was worst and there were significant differences among them.
出处
《软科学》
CSSCI
北大核心
2013年第12期67-71,共5页
Soft Science
基金
国家自然科学基金项目(71172196
71372189)
