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论文编号：	13339
作者编号：	2320190344
上传时间：	2022/6/12 16:11:41
中文题目：	基于用户视角的T航空公司社交媒体运营策略研究——以抖音平台为例
英文题目：	Research on Social Media Operation Strategy of T Airline Company Based on User Perspective: Take Tik Tok Platform as an Example
指导老师：	徐曼
中文关键字：	SICAS模型；航空公司；社交媒体；运营策略
英文关键字：	SICAS Model；Airline Company；Social Media；Operation Strategy
中文摘要：	随着互联网技术的飞速发展及5G时代的到来，与社交媒体广泛融合的商业活动迅速崛起。尤其在严峻的新冠疫情笼罩之下，传统渠道的营销活动无法使企业应对多变的市场格局，而依托于移动互联网的社交媒体凭借其不受地理限制的便捷性和低成本的特质，可持续为企业提供展示与互动的平台。在此背景下，社交媒体平台已然成为企业开展商业活动新兴而重要的战场。受到高铁网络迅猛发展及疫情反复的影响，近年来中国民航业的发展增速放缓，机票销售市场缺乏活力，与此同时国内各大航空公司的社交媒体运营却尚有诸多不足，存在着极大的优化空间，尤其是如何吸引更多用户完成从感知、兴趣、连接到购买、分享的转变，实现商业转化和品牌形象提升的目标，是当前各航司在社交媒体运营中关注的焦点。 本文选取国内主流航司之一的T航空公司为研究对象，采用案例分析、问卷调查等研究方法，在完成对T航空公司社交媒体运营现状的梳理与SWOT分析后，选取该公司在社交媒体运营中最具市场转化潜力的抖音平台作为研究重点，基于DCCI互联网数据中心发布的移动互联网用户消费行为模型SICAS（Sense-Interest & Interactive-Connect & Communicate-Action-Share），从用户视角探索发现该公司在抖音平台运营过程中存在的问题与不足，随后对照SICAS模型的五个维度，有针对性地提出了T航空公司面向抖音平台的运营策略及实施保障措施。 本文围绕航空公司社交媒体运营所开展的策略研究，对于国内外航空公司改进与提升社交媒体运营策略也有一定的启示及借鉴意义。
英文摘要：	With the fast growth of internet technologies and the coming of the age of 5G communication, the commercial marketing activities merged with social media are rapidly rising. Especially under the shadow of COVID-19, the enterprises with traditional marketing channels cannot handle with the changeable market, while mobile internet-based social media could provide the platform of display and interaction to the enterprises with its characteristics of convenience without geographical limitations and low cost. In this context, social media platforms have become an important battlefield of enterprise marketing. Affected by the rapid development of high-speed rail network and the repeated epidemic, the growth rate of China's civil aviation industry has slowed down in recent years, and the air ticket sales market lacks vitality. Meanwhile, there are still many deficiencies and great space for optimization in social media operations management of domestic major airline companies. This thesis takes T Airline Company, one of the major domestic airline companies, as the research object, and selects Tik Tok platform as the key research area for operations management. In the perspective of SICAS Model (Sense-Interest & Interactive-Connect & Communicate-Action-Share) proposed by DCCI Data Center, this research uses the methods of case analysis and questionnaire survey to explore the deficiencies existing in the operations management of T Airline Company facing Tik Tok platform based on user perspective, then puts forward the scheme of Tik Tok operation strategies for T Airline Company based on the five stages of SICAS Model and the safeguard measures for implementation after completed the summary of social media operations management status quo of T Airline Company and the SOWT analysis. The research on the optimization of social media operation strategy of T Airline Company also has certain enlightenment and reference significance for domestic and foreign airline companies to improve and enhance their social media operation strategies.
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