社会化媒体环境下商家内容营销对顾客互动意愿的影响因素分析
毕业论文关键字：社会化媒体 内容营销 顾客互动意愿
Social media environment, business content marketing on the customer's willingness to interact Analysis of influencing factors
Abstract: In this context has entered the social media environment, content marketing come to the fore, it becomes increasingly important, has now become a key member in a lot of business marketing strategy. And with the continuous development of practice and the continuous advancement of science and technology, content marketing began to contact and affect potential and existing customers, imperceptibly change the customer's purchase behavior, and customer interaction has an important impact. But in this "everyone is from the media" era, content marketing as a new marketing strategy, many people just smell it, I do not know what it means. In this paper, the college students as the research object, through access to information and questionnaire survey, from the research background, research purposes, content marketing and other related concepts, starting a series of analysis, and on this basis, a more systematic questionnaire survey, Of the marketing program to hope for the future operation of the business to provide a good reference.
Key words: Social media Content Marketing Customer Interaction Will
目 录
摘要： 1
关键字： 1
Abstract 1
Key words 1
引言 3
一、绪论 5
（一）研究背景 5
（二）研究目的以及方法 5
1.研究目的 5
2.研究方法 5
（三）研究意义以及创新之处 6
1.研究意义 6
2.创新之处 6
二、文献综述 6
（一）社会化媒体 6
（二）内容营销 7
（三）顾客互动意愿 8
三、市场调查与分析 8
（一）调查问卷设计与实施 8
1.问卷的设计 8
2.问卷的实施 9
（二）描述性统计分析 9
1.样本的基本特征与平时使用最多的社会化媒体软件 9
2.顾客对商家在平台发布内容的态度 10
3.顾客对商家发布的信息能节省时间的看法 11
4.顾客对商家发布的信息内容的基本认识 11
5.顾客对商家发布的兴趣内容的基本认识 12
6.顾客对于兴趣内容能实现感情交流的看法 12
7.顾客对商家发布的内容的感受 13
8.顾客对于商家发布的内容得到的利益和采取的行动 13
9.顾客是否有主动参与互动的意愿 14
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