毕业论文

当前位置: 毕业论文 > 管理论文 >

双11的成功营销对品牌管理的启示+文献综述

时间:2018-01-09 12:03来源:毕业论文
论文通过问卷调查的方式研究影响网络消费者购买行为的因素,构建网络消费者购买行为的影响因素和购买意向之间的概念模型,提出假设,并通过问卷调查数据,利用因子分析和回归
摘要双11”即指每年11月11日,由于这个时间很特别,因此又被人们戏称为“光棍节”,很多电子商务网站都会在这一天进行大型的品牌促销活动来带动人气,增加销售量 。2013年淘宝商城“双11”大促以350亿的最终成交额结束,各大品牌热销也相继出炉。在这热闹非凡的背后,这些品牌能创造出如此的神话的原因值得人们探讨。
毕业论文通过问卷调查的方式研究影响网络消费者购买行为的因素,构建网络消费者购买行为的影响因素和购买意向之间的概念模型,提出假设,并通过问卷调查数据,利用因子分析和回归分析加以验证,得出结论。结论表明,感知网络购物实用性、感知品牌流行度、感知网络服务质量和网络品牌销售手段这四个因素与网络消费者购买行为存在正相关关系。感知品牌风险与网络消费者购买行为存在负相关关系。在研究结论的基础上,本文对企业如何加强品牌管理提出了可行性建议。17248
关键词   网络消费者购买行为  影响因素   品牌管理
Title    Brand Management Inspiration That Gained   From Double 11 Promotion
Abstract
"Double 11" refers to the November 11th, because this time is very special, so it is also called "singles day", large e-commerce sites often use this day to carry out large-scale discount promotion activities in order to promote the popularity boost sales. In 2013 Taobao mall “Double eleven Promotion Activity” ended in a final volume of 35 billion, the major category of the hot selling brand also have been released. Behind this splendid scene, the causes of such myths that the brand created is worthy to explore. 源自六/维\论]文[网!加7位QQ324.9114 www.lwfree.cn
This paper research on the factors that influence network consumers’ purchase behavior by questionnaire survey, establish a concept model between the construction factors influencing network consumer purchase behavior and purchase intention of the hypothesis. Through the questionnaire survey data, this paper uses factor analysis and regression analysis to draw the conclusion. Results indicate that perceived utility, online shopping, perceived brand popularity, perception of network quality of service and network brand marketing are the four factors which have a positive correlation to the network consumer purchase behavior. Perceived brand risk and network consumer purchase behavior has a negative correlation. Based on the conclusion of the study, this paper puts forward feasible suggestions to strengthen the brand management of enterprises.
Keywords  Online consumer shopping behavior ;Influencing factor;
Brand management
目   次
1  绪论    1
1.1  选题背景    1
1.2  研究目的及意义    3
1.3  研究方法和结构框架    3
2  本研究理论基础及其分析方法    5
2.1  网络消费者购买行为的理论综述    5
2.2  网络消费者购买行为实证分析方法    8
3  研究模型和研究假设    12
3.1  模型建立    12
3.2  模型解释    12
3.3  研究假设    16
4  实证分析    17
4.1  实证研究设计与调查    17
4.2  实证分析结果    17
4.3  实证分析结论    20
5  对电子商务企业的建议    22
5.1  提升网上购物效用    22
源自六/维\论]文[网!加7位QQ324.9114 www.lwfree.cn

5.2  重视网络购物的口碑传播,提高网络品牌的营销效率    22
5.3  降低消费者网上购物的风险    22 双11的成功营销对品牌管理的启示+文献综述:http://www.lwfree.cn/guanli/20180109/18844.html
------分隔线----------------------------
推荐内容