企业微博营销对大学生购买决策的影响研究——以滁州职业技术学院学生为例  

Research on the Effect ofEnterprise Weibo Marketing on College Students'Purchasing Decisions——Taking the students of Chuzhou Polytechnic as an example

作　　者：朱睿 ZHU Rui(Chuzhou Polytechnic,Chuzhou 239000,China)

机构地区：[1]滁州职业技术学院,安徽滁州239000

出　　处：《滁州职业技术学院学报》2023年第4期78-81,共4页Journal of Chuzhou Polytechnic

基　　金：滁州职业技术学院科研项目"企业微博营销对大学生购买决策影响研究——以滁州职业技术学院学生为例"(YJY-2020-09)。

摘　　要：网络营销的发展使得微博成为企业营销的新兴阵地。如何运用微博的高度参与性、强交互性、数字性等优势吸引消费者,成为企业营销的关键。且微博中的在校大学生群体占比显著提升并逐渐成为主力军。因此,制定面向在校大学生的营销策略是企业发展不可忽视的课题。本课题以滁州职业技术学院学生为研究对象,探索微博营销对大学生购买决策的影响因素,并利用软件统计分析各因子对大学生购买决策的关系,以期帮助企业制定针对大学生的营销策略,提高企业微博营销水平。With the development of the Internet,Weibo has become an important choice for enterprise marketing.How to use the high participation,strong interaction,digital and other advantages of Weibo to attract consumers has become the key to enterprise marketing.The proportion of college student users is also significantly increasing.Therefore,the introduction of marketing strategies for college students is a subject that cannot be ignored in the development of enterprises.This project takes the students of Chuzhou Polytechnic as the research object,finds the influencing factors of Weibo marketing on college students'purchase decision,and analyses the influence of various factors in Weibo marketing on their purchase decision with statistical software,so as to help enterprises find and establish marketing strategies for college students and improve the level of their marketing.

关 键 词：大学生 微博营销 购买决策 

分 类 号：F723.1[经济管理—市场营销]