摘要
随着Web2.0的兴起,用户创作内容(UGC)的概念应运而生,迅速发展并逐渐成为供应商组织生产、商家营销宣传以及消费者购买产品的利器。本论文梳理了UGC相关研究的分类和趋势,并选择微博作为平台,采用情景实验法,探究UGC的表现形式(文本、图片、音视频)对网络营销效果的影响,在此基础上为企业进行更大范围的社会化媒体营销(如博客、SNS社区等)提供策略性建议与营销思路,有效提升UGC互动的效用,在理论和实际应用上都有着显著意义。
Along with the development of Web2.0, the concept of user-generated-content (UOC) comes into being, boosts a rapid improvement and gradually becomes a useful tool for suppliers to organize production, business to promote products and consumers to make good shopping decisions. This paper summarizes the classification and trends of the research on UGC, carries out a laboratory experiment to study whether the different forms of UGC (text, images, audio and video) exert effects on online marketing throughWeibo as a platform, and based on this, provides strategic suggestions and marketing ideas for enterprise to carry out wider range of social media marketing (such as blogs, SNS community, etc) ,which can also effectively improve the utility of the UGC interaction. This paper has a significant meaning in theory and practical application.
出处
《上海管理科学》
2014年第6期45-48,共4页
Shanghai Management Science
基金
国家自然科学基金项目(71201011
71301106
71372193)
教育部(NCET-13-0685
13YJA630084
13YJC630034
20120005120001
13YJA790023)
中央高校基本科研业务费专项(2014ZD01)
国家重点基础研究发展计划资助(2012CB315805)联合资助