本文選題：負(fù)面事件　切入點(diǎn)：網(wǎng)絡(luò)口碑　出處：《現(xiàn)代圖書情報(bào)技術(shù)》2015年10期

【摘要】：【目的】研究網(wǎng)絡(luò)口碑對(duì)企業(yè)品牌的溢出效應(yīng),為企業(yè)及時(shí)調(diào)整公關(guān)策略應(yīng)對(duì)風(fēng)險(xiǎn)提供依據(jù)�！痉椒ā坷眯畔㈧亟⒇�(fù)面事件中網(wǎng)絡(luò)口碑溢出效應(yīng)評(píng)價(jià)指標(biāo)體系,以"圓通奪命快遞"事件為例,對(duì)網(wǎng)絡(luò)口碑溢出效應(yīng)方向與強(qiáng)度進(jìn)行對(duì)比分析�！窘Y(jié)果】實(shí)證結(jié)果表明,用戶在整個(gè)事件發(fā)展過程中具有強(qiáng)烈的負(fù)面情感傾向;事件對(duì)競(jìng)爭(zhēng)品牌的溢出效應(yīng)強(qiáng)度和方向各有不同,負(fù)面溢出效應(yīng)強(qiáng)度高于正面溢出效應(yīng);負(fù)面溢出效應(yīng)的持續(xù)時(shí)間比正面溢出效應(yīng)長(zhǎng)�！揪窒蕖课囱芯渴录䦟�(duì)其他行業(yè)相關(guān)品牌的溢出效應(yīng)�！窘Y(jié)論】提出的網(wǎng)絡(luò)口碑溢出效應(yīng)指標(biāo)體系可用于監(jiān)測(cè)網(wǎng)絡(luò)口碑溢出效應(yīng)方向和強(qiáng)度。
[Abstract]:[objective] to study the spillover effect of network word-of-mouth on enterprise brand, and to provide the basis for enterprises to adjust public relations strategy to deal with risks in time. [methods] using information entropy to establish the evaluation index system of network word-of-mouth spillover effect in negative events.Taking the case of "Yuantong death Express" as an example, this paper makes a comparative analysis on the direction and intensity of the spillover effect of network word of mouth. [results] the empirical results show that the users have strong negative emotional tendency in the whole process of development of the event;The intensity and direction of spillover effect of event on competitive brand are different, and the intensity of negative spillover effect is higher than that of positive spillover effect.The duration of negative spillover effect is longer than that of positive spillover effect. [limitation] the spillover effect of events on other industry related brands has not been studied. [conclusion] the index system of network word-of-mouth spillover effect can be used to monitor the network.Word of mouth spillover effect direction and intensity.
【作者單位】： 四川大學(xué)商學(xué)院;
【基金】：四川大學(xué)中央高�；究蒲袠I(yè)務(wù)費(fèi)項(xiàng)目“基于中文微博的負(fù)面情緒預(yù)警研究”(項(xiàng)目編號(hào):skqy201406)的研究成果之一
【分類號(hào)】：G206

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本文編號(hào)：1684529