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论文编号：	4374
作者编号：	2120102321
上传时间：	2012/6/7 17:34:41
中文题目：	品牌危机情境下的微博网络口碑研究
英文题目：	Research on Internet Word-of-Mouth Communication
指导老师：	李桂华
中文关键字：	品牌危机 网络口碑 内容分析
英文关键字：	Brand Crisis; Internet Word-of-Mouth; Content Analysis .
中文摘要：	随着媒体的发展尤其是互网络媒体的发展，品牌危机事件的传播和影响范围越来越广，对品牌危机管理的挑战也是与日俱增。微博作为一种新兴媒体，与传统媒介在品牌危机的传播上存在诸多不同，主要体现在传播速度、传播渠道、传播角色、传播形式、传播情感、处理反馈等方面。而且在微博时代，微博不仅会成为引发品牌危机的来源，还可能成为品牌二次危机重要平台。本研究的研究对象是品牌发布在新浪微博平台上的品牌危机沟通微博以及消费者对于这些微博的评论，先后共收集了6个品牌发布的40条危机公关微博和5510条消费者评论。研究方法主要采用的是内容分析法来研究品牌危机沟通策略、消费者的网络口碑态度以及消费者网络口碑态度的影响因素，首先是设计编码类目，然后进行编码，最后进行信度检验与数据统计分析。通过研究我们发现，品牌的微博沟通更倾向于采取否定回应策略，而消费者对于品牌危机沟通微博多呈现负面的网络口碑态度。通过对消费者网络口碑的归因分析，我们从企业、环境和消费者三个方面总结出了品牌危机口碑态度的影响因素，并根据其影响口碑态度的方向将这些因素分为激励因子、保健因子和关键因子。最后，通过6个案例归纳出了3个危机情境，并探讨了在三种危机情境下沟通策略对消费者网络口碑态度的影响。
英文摘要：	With the development of internet media, the spread extent becomes wider and influence of brand crisis become stronger. This is a higher challenge to crisis management. As a burgeoning media channel, microblog has many differences from traditional media channel on brand crisis propagation. These differences come from 6 aspects, such as spread speed, spread channel, spread role, spread form, spread emotion and feedback. Microblog is not only a source of brand crisis but also a way to cause second brand crisis. The objects of this research are explanation microblogs about brand crisis written by brand accounts, and the comments under the microblogs written by consumers. The author had collected 40 microblogs distributed by 6 brands and 5510 comments written by consumers. This research utilized content analysis to explore which response strategy was most often used by brand crisis communication, what attitude of word-of-mouth is and what factors caused such attitude. The main steps were designing coding category, coding the microblogs and comments, and testing reliability and analyzing data. Through the research the author found brand crisis manager preferred taking deny crisis response strategy, and most consumers’ attitude of word-of-mouth is negative. We also found the factors that caused such attitude from 3 aspects: brand, environment and consumer. Then the author divided these factors to 3 groups: positive factor, negative factor and critical factors based on influence direction. We generalized 3 situations through the 6 cases, and investigated how the response strategy influenced the attitude of WOM in different situations.
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