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论文

移动社交网络营销效果的影响因素实证研究

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  • 中国石油大学(华东)经济管理学院, 山东 青岛 266000

收稿日期: 2015-09-01

  修回日期: 2016-06-15

  网络出版日期: 2017-08-26

基金资助

青岛市社会科学规划研究项目(QDSKL150426);山东省社会科学规划研究项目(14CGLJ40);中央高校基本科研业务费专项资金项目(17CX04017B);山东省高校人文社科规划项目(J13WG66)

Empirical Study of Influential Elements of Mobile Social Marketing

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  • China University of Petroleum Shandong Qingdao 266000, China

Received date: 2015-09-01

  Revised date: 2016-06-15

  Online published: 2017-08-26

摘要

随着通信技术发展,移动社交网络等前沿新媒体成为企业新型的营销工具。移动社交营销的效果是有目共睹的,但是移动社交网络营销效果的影响因素及作用路径还有待深入的研究。本文经过文献的梳理,从领导战略、品牌管理、客户关系、资源和能力四个维度提出了企业移动社交网络应用的17个影响因素,并基于对青岛市103家企业的调研,运用因子分析和多元逐步回归联合分析方法进行实证研究,分析移动社交网络促进企业营销效果的影响因素。结果表明,品牌管理因素对营销效果的影响最大,应用模式、客户关系、领导者因素对移动社交网络营销效果都有显著的正相关关系,资源投入和技术投入因素也起着重要作用。研究结论较为全面的反映了移动社交网络环境下企业营销的影响因素和作用机制,对于企业实施移动社交网络营销具有较大的参考价值。

本文引用格式

车诚, 戚晓琳, 马万祺, 邵冬雁 . 移动社交网络营销效果的影响因素实证研究[J]. 中国管理科学, 2017 , 25(5) : 145 -149 . DOI: 10.16381/j.cnki.issn1003-207x.2017.05.017

Abstract

With the development of communication technology, mobile social network and other cutting-edge new media have become a new marketing tool for enterprises. The effect of mobile social marketing is obvious to all, but the influence factors and action path of mobile social network marketing remains to be further researched.
After reviewing the literature, 17 factors influencing the application of mobile social network by companies in four aspects including leadership strategies, brand management, customer relationship, resources and ability are proposed. Based on the surveys on 103 companies in Qingdao, factor analysis and multiple stepwise regression analysis are applied to conduct the empirical research on factors affecting the mobile social network in the improvement on companies' marketing effect.
The results show that the brand management factor is the most influential factor to the marketing effect. Application mode, customer relationship, leadership strategies have a significant positive correlation with mobile social network marketing effect. The input of recourses and technology also plays an important role. The conclusion is more comprehensive to reflect the influence factors and mechanism of the enterprise marketing in the mobile social network environment, which has great reference value for the enterprise to implement the mobile social network marketing.

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