网络口碑传播对企业声誉的影响研究(含调查问卷)

网络口碑传播对企业声誉的影响研究(含调查问卷)(任务书,论文18000字)
摘  要
互联网的高速发展使得各类网站迅速崛起，网络上各种正面和负面的口碑铺天盖地，而口碑一直是影响消费者购买决策的重要组成部分，因此，消费者对企业的信任危机随之产生。与此同时所有的企业也不再仅仅关注于产品与质量等有形资产的竞争，而是逐渐延伸到对企业声誉等无形资产的竞争上来。主动搜索网络上的口碑信息来帮助自己做出购买决策的消费者也越来越多。很多时候网络上一条简单的评论信息，会被瞬间传播开来，而使得企业被推到舆论的风口浪尖，接受公众的赞扬或是批评。
本文采用文献综述法，首先对传统口碑进行相关介绍，以此引出如今传播迅速，影响力巨大的网络口碑。继而对企业声誉及其价值进行评估介绍，并对网络口碑传播与企业声誉的关系进行一个简单的阐述。之后根据研究课题设计相对应的调查问卷，进行发放和回收等工作后对统计数据进行重点分析，由此总结出企业声誉目前面临的主要问题，并根据问题提出相应的解决措施。最后再结合小米公司的具体案例对本文进行相应的总结。
关键词：口碑  网络口碑传播  企业声誉  口碑营销
 
The Research on the Impact of Internet Public Praise Communication on Corporate Reputation
ABSTRACT
The rapid development of the Internet has led to the rapid rise of all kinds of websites, and all kinds of positive and negative public praise on the Internet are overwhelming, and the public praise has always been an important part of the consumer's purchase decision. Therefore, the crisis of consumer trust in the enterprise arises. At the same time, all enterprises do not only pay attention to the competition of tangible assets such as products and quality, but gradually extend to the competition of intangible assets such as the reputation of the enterprise. More and more consumers are actively searching for public praise information on the Internet to help themselves make purchase decisions. In many cases, a simple comment on the network will be transmitted instantaneously, which makes the enterprise be pushed to the tip of the public opinion, accepting public praise or criticism.
In this paper, the methods of literature review is used to introduce the traditional public praise, which leads to the rapid spread and great influence of the internet public praise. Then it introduces and evaluates the reputation and value of enterprises, and makes a brief elaboration on the relationship between Internet public praise communication and corporate reputation. After that, the corresponding questionnaire was designed according to the research topic, and the statistical data were analyzed in detail after the work was issued and recovered. The main problems facing the enterprise reputation at present were summarized, and the corresponding solutions were put forward according to the problems. Finally, combined with the specific case of Xiao MI Company, we make a summary of this article.
Key Words:Public praise;Internet public praise communication;Corporate reputation; Public praise marketing
 

目  录
摘  要    I
ABSTRACT    II
第一章  绪  论    1
1.1 研究背景及意义    1
1.1.1 研究背景    1
1.1.2 研究意义    1
1.2 研究内容与方法    2
1.2.1 研究内容    2
1.2.2 采取的研究方法    3
第二章  文献综述    4
2.1 互联网时代的口碑传播    4
2.1.1 口碑与口碑传播    4
2.1.2 网络口碑传播    4
2.2 企业声誉及其价值评估    5
2.2.1 企业声誉概述    5
2.2.2 企业声誉的价值意义    6
2.3 本章小结    6
第三章  问卷调查    8
3.1 问卷设计    8
3.1.1 问卷设计目的    8
3.1.2 问卷设计思路    9
3.1.3 问卷设计内容    10
3.2 问卷的实施及分析    11
3.2.1 调查对象    11
3.2.2 数据收集及样本描述    11
3.2.3 问卷结果分析    12
3.3 问卷小结    18
第四章  企业声誉面临的问题和对策    20
4.1 企业声誉存在的问题    20
4.1.1 企业缺乏声誉管理意识    20
4.1.2 企业对网络口碑传播的影响力认识不足    21
4.1.3 企业未找到正确的声誉管理方法    22
4.2 基于网络口碑传播的企业声誉塑造策略    22
4.2.1 企业可以设置专门人员来管理社交媒体    22
4.2.2 企业要善于利用消费者口碑    23
4.2.3 企业应当开展口碑营销活动    24
第五章  案例分析    26
5.1 小米公司背景研究    26
5.1.1 公司简介    26
5.1.2 小米的营销手段    26
5.2 危机事件与处理方法    28
5.2.1 事件回顾    28
5.2.2 危机处理方法    28
5.3 案例总结    28
结束语    30
参考文献    31
附录1  调查问卷    33
附录2  调查问卷结果    35
致  谢    40