消费者参与社交网络营销因素的实证分析

An Empirical Analysis of the Factors for Consumers' Participation in Social Network Marketing

消费者参与度是影响社交网络营销的重要因素,立足于我国互联网变迁的时代背景,以部分拥有互联网购物经验的消费者作为研究对象,通过对消费者社交网络营销参与度的市场调查资料的分析,发现影响消费者参与社交网络营销活动的因素主要是:消费者的性格特征,风险因素,营销形式,营销内容以及营销环节。基于此,提高消费者对社交网络营销的参与度,应从几个方面着手:注重互动沟通,提升品牌形象;线上线下有效互动,进行整合营销传播;创新营销方式,凸显营销价值;聆听网络口碑,关注意见领袖。

The extent of consumers'participation is the most important factor in social networks marketing. Based on the background of China's Internet change, taking part of consumers who have online shopping experience as the research objects, and with the analysis of survey data related to social networks marketing, the research finds out that the main facts which affect consumers'participation in social network are consumer characteristics, risk factors, marketing style and mar-keting links. For the reasons discussed above, for increasing consumers'involvement in social network marketing, the fol-lowing aspects should be considered:interactive communication and enhancing brand image;the effective interaction on-line and offline and integrated marketing communications;innovative marketing mode and highlighting the value of mar-keting;learning the network feedback and paying attention to the opinion leader.