乌卡时代航空物流企业微博营销对顾客参与意向的影响与攻略研究——基于高质量发展视角

Research on the influence of microblog marketing on customer participation intentions of aviation logistics enterprises and its strategy in the VUCA——Based on the perspective of high-quality development

在新冠肺炎疫情的冲击下,全球航空物流企业进入了波折却又充满希望的乌卡时代,一些新的线上营销方式开始大行其道。特别是微博营销,凭借其低成本、高效率、精准化的优势,迅速成为乌卡时代航空物流企业营销创新的重要渠道和高质量发展的关键助力。在此背景下,选择高质量发展为研究视角,从乌卡时代的概念界定出发,探讨国内微博网站的发展和功能,并对航空物流、微博营销、高质量发展进行理论溯源;然后基于技术接受模型和创新扩散理论,提出了感知有用性、感知易用性、感知趣味性、互动性、社会影响、个人创新对顾客参与航空物流企业微博营销意向影响的假设模型;最后通过实证分析对其进行验证,在此基础上从微博内容、微博互动、活动营销的优化方面提出了相应的创新性策略,进而为处于乌卡时代的中国航空物流企业切实开展微博营销管理、杀出新冠肺炎疫情重围提供了独特的高质量发展路径选择。

Under the impact of COVID-19, the global aviation logistics enterprises have entered the VUCA, an era of twists and turns but full of hope, meanwhile some of new online marketing methods have become popular. In particular, microblog marketing, with its advantages of low cost, high efficiency and accuracy, has quickly become an important channel for marketing innovation and a key boost to high-quality development of aviation logistics enterprises in the VUCA. In this context, by selecting high-quality development as the research perspective and starting from the concept definition of the VUCA, this paper discussed the development and function of domestic microblog websites and traced the theoretical origin of aviation logistics, microblog marketing and high-quality development;Then, based on the technology acceptance model and diffusion of innovations theory, it put forward a hypothetical model of the impact of perceived usefulness, perceived ease of use, perceived fun perceived playfulness, interaction, social impact and personal innovation on customers’ participation in aviation logistics enterprises’ microblog marketing intentions;Finally, this paper verified it through empirical analysis, and also proposed the corresponding innovative strategies from the optimization of microblog content,interaction and activity marketing, which provides a unique high-quality development path for China’s aviation logistics enterprises in the VUCA to carry out microblog marketing management and break out of COVID-19 situation.