基于4C理论微博营销目标用户需求维度研究——以无锡地区大学生为例  

A Research on Micro-blogging Marketing Target User Needs Base on 4C Theory—A Case Study of College Students in Wuxi

作　　者：蒋丽芹 孔彬 

机构地区：[1]江南大学商学院,江苏无锡214122

出　　处：《长春大学学报》2014年第9期1182-1187,共6页Journal of Changchun University

基　　金：教育部人文社会科学研究项目(13YJA790148);中央高校基本科研业务费专项资金资助项目(JUSRP211A66)

摘　　要：采取文献回顾与问卷调查相结合的实证研究方法,利用SPSS统计分析软件对提出的假设和研究模型进行验证,以4C营销理论框架为基础,将以大学生为主体的手机微博用户作为研究对象,基于手机微博的优缺点,对企业手机微博营销活动的现状及企业开展手机微博营销的可行性进行探析。研究发现,硬件条件限制仍然是制约手机微博营销效果的最重要维度,用户对手机微博的主要需求不是社交,而是信息、娱乐、财务价值等维度,进而论证了手机微博营销的可能性,并建议企业进行手机微博营销应更间接、更简洁、更具娱乐性。An empirical method with the combination of literature review and questionnaires is used to test the given assumptions and models by SPSS statistical analysis software,and taking college students-centered mobile phone micro-blogging users as the subject,based on 4C Theory framework,in view of the advantages and disadvantages of mobile phone micro-blogging,this paper makes an analysis on the situation of micro-blogging marketing activities and feasibilities for exterprises to develop mobile phone micro-blogging marketing. The study indicates that the hardware constraint is the most important dimension of restricting marketing effectiveness and the main demand of users for mobile phone micro-blogging users is not social communication but dimensions of information,entertainment,financial value and so on. Furthermore,it argues about the possibility of mobile micro-blogging marketing and presents suggestions for enterprises to carry out more indirect,concise and entertaining activities.

关 键 词：4C理论 微博营销 手机微博 需求维度 

分 类 号：G645.5[文化科学—高等教育学] F274[文化科学—教育学]