基于平台的企业微博商业价值研究

项目名称： 基于平台的企业微博商业价值研究

项目编号： No.71272028

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 黄京华

作者单位： 清华大学

项目金额： 58万元

中文摘要： 随着微博等社会化媒体技术的发展和其对消费者的强烈吸引力，企业正在探索微博作为新的营销和客户服务的渠道。本课题综合资源观理论（RBV）、营销能力理论、消费者行为理论、信息系统理论（IT商业价值）、社会认同等社会学理论，采用案例分析、问卷调查、实验、API接口和网络爬虫获取微博数据等方法，从企业角度和消费者（企业微博的粉丝）角度全面、系统地研究企业使用和消费者参与微博的组织和个人行为。本课题将以新浪微博平台上的企业微博为研究对象，建立如下的模型：企业微博能力通过市场能力产生商业价值的过程模型；消费者对企业微博的感知影响参与行进而为企业带来价值的过程模型；企业微博内容通过影响消费者参与行为而产生价值的模型。本课题的研究，不仅可以拓展上述理论，指导企业在深刻理解消费者参与企业微博行为的基础上，制定社会化媒体的战略，并成功地运营社会化媒体，进而提升企业竞争优势。

中文关键词： 社交媒体；企业微博；品牌社区；商业价值；

英文摘要： The development of social media technology, such as microblogging, provides opportunities for companies to explore new channels for marketing and customer services through its strong attraction to users. Based on the resource-based view theory(RBV), marketing capability theory, consumer behavior theory, information system theory (IT business value perspective), and social identity theory,this research will systematically and completely study the organizational and individual behavior related to microblogs which are owned by companies and participated by customers, by means of case analysis, questionnaire surveys, experiment, as well as microblog data retrieval through application programming interface (API) and web crawler. Choosing coporates' microblogs on the Weibo of Sina as the object study, this research is to build up the following models: the process model of business value generation, by corporate microblog capability through marketing capability; the process model of business value generation, by customers' perceiving of corporate microblog through participation behavior; the process model of business value generation, by corporate microblog content through influencing customers' participation behavior. The results of this project will not only extend the above theories, but also have practical meanings

英文关键词： social media；enterprise microblog；brand community；business value；