基于客户价值理论的社交媒体营销：提升品牌价值与客户关系产出

项目名称： 基于客户价值理论的社交媒体营销：提升品牌价值与客户关系产出

项目编号： No.71502140

项目类型： 青年科学基金项目

立项/批准年度： 2016

项目学科： 管理科学

项目作者： 施思

作者单位： 西南财经大学

项目金额： 15.6万元

中文摘要： 随着社交网络在近几年的兴起，许多企业都意识到了社交媒体具有巨大的潜力成为亲近顾客和提升业务表现的竞争性工具。社交网络允许企业建立自己的品牌主页，并提供了一个供企业与顾客建立友好关系的平台。社交媒体中的品牌主页不仅可以帮助企业更好的建立品牌形象，也能够帮助顾客获得更多有关品牌的及时、有效的信息，因此社交媒体营销可以说是为企业和顾客提供了双赢的价值。之前的研究认为，提升客户对品牌主页的信任与认同是提升企业社交媒体营销表现的关键所在。本项目的研究目的是基于认同-信任理论（Commitment-Trust Theory）对社交媒体营销中顾客的信任与认同有更深入和系统的认识，并且基于客户价值理论（Customer Value Theory）研究提升客户信任与认同、品牌价值、和客户关系产出的有效机制。本项目拟综合考量中国最受欢迎的社交网站平台并进行实际用户数据采集，同时采用结构方程模型进行实证分析。

中文关键词： 社交媒体营销；客户价值；信任度；认同度；客户关系产出

英文摘要： As the growing popularity of social networking sites (SNS) in recent years, many companies have recognized the potential of social media as a competitive tool to connect with their customers and help them to achieve better business performance. The brand page in SNS allows companies to create their own profiles in SNS and provides companies with a platform to engage with their customers. The brand page can create added values for both companies and customers because it can help companies to increase brand awareness and also help customers to gain more brand knowledge. Past studies consider that increasing customers’ commitment and trust on the brand page are central to improving companies’ performance on the brand page. The aim of this project is to gain a better understanding of customers’ commitment and trust on the brand page based on the Commitment-Trust Theory, and use customer values based on the Customer Value Theory to explain the antecedents of customers’ commitment, trust, and relationship outcomes on the brand page. This project aims to empirically verify the research model by collecting data in popular Chinese social networking platforms. Data will be analyzed using structural equation modeling.

英文关键词： social media marketing;customer value;trust;commitment;customer relationship outcome