論文英文摘要怎么翻譯成英文

　　在日復一日的學習、工作生活中，大家都嘗試過寫論文吧，論文可以推廣經驗，交流認識。你知道論文怎樣寫才規范嗎？下面是小編精心整理的論文英文摘要怎么翻譯成英文，歡迎大家分享。

　　論文英文摘要怎么翻譯成英文 篇1

　　摘要

　　微博是當前最主要的社交媒體之一，它的推廣產生了一種新的網絡營銷方式一微博營銷。

　　企業借助微博平臺可以開展一系列的營銷活動，以實現其提升知名度，擴大品牌影響力的目的。

　　微博營銷已逐漸成為眾多企業不可或缺的營銷方式之一。

　　然而，微博營銷作為一種新興的網絡營銷方式，它與傳統營銷方式之間存在重大區別，加之，微博營銷效果的影響因素尚未準確界定，營銷效果難以科學評價，因此，多數企業開展微博營銷存在很大的盲目性，微博營銷仍然處于摸索階段。

　　微博營銷究竟能為企業帶來多大效益，這是企業最為關注的問題，然而，對于微博營銷效果影響因素及效果評估的科學研宄，目前尚處于稀缺狀態。

　　本文以酒店微博為研宄對象，對微博營銷效果的影響因素及營銷效果的`評估進行深入研究：

　　在總結現有的關于微博營銷的研究基礎上，假定各酒店決策層對酒店開展微博營銷持有相同的重視程度，主要從受眾(微博用戶)的角度探究酒店微博營銷效果的影響因素。

　　進而，以AISAS模式為指導，剖析微博用戶行為，通過問卷調查，并結合Excel和SPSS19.0數據統計分析，構建酒店微博營銷效果的影響模型。

　　在此基礎上，提出微博營銷效果的評估指標假設模型，進而利用層次分析法構建完整的評估指標體系一以酒店微博營銷綜合效果為目標層，以影響力效果、傳播效果和轉化效果為準則層，

　　以微博影響力、品牌影響力、互動效果、粉絲價值、實際交易量和顧客滿意度等8個指標為分準則層，以微博影響力指數、品牌熱議度、品牌搜索數等14個指標為指標層。

　　最后，將此評估指標體系應用于寧波華僑豪生大酒店和寧波海尚大酒店，通過對酒店微博數據的觀察和收集，運用綜合指數法測算出酒店微博營銷效果指數。

　　結果顯示，這兩家酒店微博營銷效果收效甚微：

　　1.兩家酒店并未充分利用微博展開各類營銷活動，微博營銷仍處于低水平，微博營銷的開展并未使酒店的品牌知名度有明顯的提升；

　　2.關于被轉發數、被評論數和點贊數，兩家酒店均不理想，粉絲中，認證粉絲比例較低，而活躍粉絲比例較為可觀，但互動類活動組織很少，如何吸引大量粉絲關注，提升粉絲價值是兩家酒店亟待解決的難題；

　　3.實際交易量并不樂觀，雖然有較高的顧客滿意度，但調查期內顧客發布消費體驗的微博數卻很少。

　　這兩家酒店在一定程度上反映了目前酒店業開展微博營銷存在的問題，由此，針對其營銷現狀，本文還提出了相關對策和建議：

　　1.準確定位，循序漸進；

　　2.把握微博發布的頻率和最佳時間；

　　3.微博內容展現個性化；

　　4.線上線下營銷活動巧妙結合；

　　5.增加有效粉絲，注重與粉絲互動。

　　關鍵詞：微博營銷；影響因素；效果評估；指標體系

　　ABSTRACT

　　Weibo is one of the most important social media tools nowadays, thepopularization of Weibo brings a new kind of network marketing - Weibomarketing. Enterprises use Weibo platform can carry out a series ofmarketing activities, in order to raise visibility and expand brand impact.

　　Weibo marketing has gradually become one of the indispensablemarketing channels of many companies. However, as a new kind ofnetwork marketing, Weibo marketing has some significant differencefrom traditional marketing.

　　In addition, the influence factors of Weibomarketing effectiveness has not been precisely defined, and marketingeffectiveness is difficult to scientific assessment. Therefore, the majorityof firms develop the Weibo marketing are blind,

　　and Weibo marketing isstill at the exploratory stage. How much benefit Weibo marketing canbring for enterprises, which is the enterprise most concern. However, thescientific studies about the influence factors and evaluation of Weibomarketing effect are in a state of scarcity.

　　This paper takes the hotels Weibo as the research object, and deeplystudies the influence factors and evaluation of the Weibo marketingeffect:

　　On the basis of summarizing those existing research on Weibomarketing, it is assumed that the decision-makers from different hotelshold tiie same degree of attention on Weibo marketing. Then,

　　this paperexplores the influence factors of hotels Weibo marketing effect from theWeibo users perspective, analyzes the Weibo users behavior guided byAISAS mode ,

　　tiirough the questionnaire survey to build the hotel Weibomarketing effect model with statistical software such as Excel and SPSS19.0.

　　On this basis, this paper puts forward tiie Weibo marketing effectevaluation index hypothetical model, and then use AHP to build acomplete evaluation system ,

　　this system takes the hotels Weibomarketing comprehensive effect as the goal layer, influence effect,communication effect and transformation effect as the criterion layer,takes Weibo influence, brand influence ,

　　interaction effect, fans value,actual trading volume and customer satisfaction as the sub-criterion layer,and takes 14 indexes such as Weibo influence index, brand hot degreesand brand search as the index layer.

　　Finally, this evaluation index system is applied to Ningbo HowardJohnson Plaza Hotel and Ningbo Riviera Hotel. Through the observationand data collection of the hotels Weibo, measure the hotel Weibomarketing effect index with the comprehensive index method.

　　The resultsshow that these two hotels have little effect about Weibo marketing:

　　1.　Both hotels did not make full use of Weibo to launch various marketingactivities, Weibo marketing is still at a low level, and Weibo marketingdid not make the hotel brand awareness has obvious improvement；

　　2.Those hotels are not ideal about the number of transmission, commentand praise by Weibo users. Among their fans, the ratio of certified fans islow, while the ratio of active fans proportion is relatively substantial,

　　andfew interactive activities are organized. So, how to attract a large numberof fans, and enhance the fans value is an urgent problem；

　　3. The actualtrading volume is not optimistic. Although there is a higher satisfaction,customers release very few consumption experiences by Weibo during theinvestigation period.

　　To some extent, both hotels reflect the problemsexisting in the hotel industry to carry out the Weibo marketing, thus, fortheir marketing situation, this article also brings up some suggestions andcountermeasures:

　　1. Accurate positioning, step by step；

　　2. Grasp thefrequency and the best time on releasing information；

　　3. Showpersonalized content；

　　4. Online and offline marketing activities arecombined together；

　　5. Increase effective fans, pay attention to interactwith fans.

　　KEYWORDS: Weibo marketing； Influencing factors； Effect evaluation；Indicator system

　　論文英文摘要怎么翻譯成英文 篇2

　　摘要

　　隨著信息技術的發展和社交網絡的興起，越來越多的信息傳播和分享開始向互聯網這個平臺轉移。

　　鑒于在杜交網絡上信息傳播獨到的優越性，很多營銷者也在社交網絡平臺上看到了商機和潛力，并希望自己的信息能通過社交網絡平臺有更好地推廣。

　　本文的目的'在于研究這類營銷信息中，究竟是什么因素與人們最終的轉發行為有關并且影響最大。

　　以往關于人們的在線行為的研究中，有關于人們的在線購物行為的研究、關于知識在線分享行為的研究但是很少有關于營銷信息在線分享行為的研究。

　　因此，本研究將結合社會學、行為學、經濟學、心理學各領域的理論，研究營銷信息的傳播影響因素。

　　文章將從社會學交換理論中的期望獎勵和交換成本理論中的成本兩個變量，加上互聯網環境下常見的信任變量，這三個變量對人們在線轉發行為的影響為主要研究內容。

　　同時，將三個變量細分成不同的維度，與一條典型營銷信息包含的各個方面結合起來，利用因子分析和回歸分析，研究不同維度、不同變量對最終分享行為的影響。

　　本研究以新浪微博為主要數據收集研究平臺，把社交平臺上營銷信息中具有典型性的有獎轉發類信息作為主要研究對象。

　　研究結果表明，信任的影響最明顯，其包含的對信息源、信息內容和制度規范三個維度的信任影響顯著；其次是成本，其包含的事前成本和事后成本兩個維度均表明影響顯著；另外，期望價值及其包含的兩個維度對轉發的影響都不大。

　　最后，本研究結合營銷信息中包含的關鍵因素和研究結果，為營銷者提供了設計未來營銷信息的側重點的建議，也為社交網站的平臺建設提供了參考意見。

　　本研究結論可從商業應用推廣至公益、教育、輿論等各領域的應用，平臺適用性也可從新浪微博延伸至微信等其他社交平臺，因此十分具有現實意義。

　　關鍵詞：信息分享；在線行為；信息傳播；交換理論；信任；有獎轉發

　　Abstract

　　As the information technology develops and the social network platform prospers,moreand more information are spreading and shared through the Internet. According to the uniqueadvantage that social network platform owns,

　　many marketers also see the business andpotential market there. They are also considering spreading the marketing information throughthis platform in a more efficient way.

　　The research aims at find out those factors that influence peoples online sharing behaviorabout marketing Information on social network sites. In the literature review, there are studiesanalyzing peoples online shopping behavior,

　　or online knowledge sharing behavior. But thereare few analyzing online marketing information sharing behavior. This study uses theoriesfrom sociology, ethology, economics and psychology to study the influential factors of onlinesharing behavior.

　　Its based on the three main variances: Expected Reward from sociology andethology, Cost from economics, and Trust from the psychology but always mentioned underthe internet condition.

　　These three variances were divided into more dimensions and differentcharacters of the marketing information were matched to them. We used factor analysis andregression analysis to find out which factors have more influence.

　　The data was collectedthrough Sina Weibo platform and sample was based on marketing information of rewardingrepost.

　　It turns out that Trust has the most obvious influence on the online sharing behavior,including dimensions of trust in information source, trust in information content andinstitutional mechanisms (Seal Programs).

　　Influence of Cost ranks second,both of the twodimensions are contributive. Expected Reward has the least influence. In the end,

　　the thesisprovide marketing suggestions and solutions according to the key factors in a marketinginformation and the studys result. The conclusion could be applied not only for commercialusage but also for commonweal,

　　education or public opinion spreading. It also supports SNSplatforms other than Sina Weibo. All these lead to the conclusion that this study is meaningfulin practise.

　　Keywords: information sharing； online behavior； information spreading； exchangetheory； trust； rewarding reposts

【論文英文摘要怎么翻譯成英文】相關文章：

論文摘要翻譯成英文時10-26

摘要翻譯成英文11-13

摘要翻譯成英文模板09-30

如何將論文摘要翻譯成英文10-05

論文英文摘要怎么寫10-05

論文的英文摘要怎么寫10-26

論文英文摘要怎么寫?10-26

英文論文摘要怎么寫10-26

摘要用中文翻譯成英文11-13