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Brand new media environment, consumer behavior Analysis

Author: YuanXiaoZuo
Tutor: ShuYongPing
School: Huazhong University of Science and Technology
Course: Advertising and PR
Keywords: New Media Branded consumer behavior Content Analysis
CLC: G206-F
Type: Master's thesis
Year: 2011
Downloads: 221
Quote: 0
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Abstract


Branded consumer behavior in consumer behavior has been the research focus , with the rapid development of new media , brand management has gradually out of the traditional fields , catch the Internet Express , into network marketing era. In this context, the study of new media environment branded consumer behavior has very important significance. Looking at the domestic research on this field of research is very small, and are basically qualitative descriptive analysis ; foreign research has more quantitative analysis of the results in this area is relatively abundant. In this study, drawing on the basis of previous experience , is committed to using content analysis method of branded consumer behavior in the field of new media for further exploration , and the process of brand owners faced mainstream e-commerce issues specific marketing strategies . In this study, Taobao Mall brand purchase records for the study, conducted purposive sampling survey , and through content analysis , the overall analysis of the trading characteristics of the brand , and through detailed data comparing the brand and non- brand differences in consumer behavior , researchers found that both stores or non- brand stores , consumers are most concerned about is the product of factors, but compared with the non-branded network consumption , brand mall online shopping consumers are more concerned about whether the product is \Promotional merchandise volume greatly promote the brand in loyalty from \This paper summarizes the new media environment, branded consumer characteristics , based on the proposed relying on the network of social media community word of mouth marketing , personalized marketing , storefronts cultural marketing strategies for brands primary reference .

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