本文選題：病毒營(yíng)銷(xiāo)　切入點(diǎn)：社會(huì)媒介　出處：《商業(yè)時(shí)代》2014年20期 　論文類(lèi)型：期刊論文

【摘要】：互聯(lián)網(wǎng)的誕生使社會(huì)進(jìn)入碎片化時(shí)代,而微博的到來(lái),進(jìn)一步將碎片化向前推進(jìn)了一步。病毒營(yíng)銷(xiāo)是隨著信息傳播技術(shù)和社會(huì)網(wǎng)絡(luò)發(fā)展起來(lái)的一種新型社會(huì)化網(wǎng)絡(luò)營(yíng)銷(xiāo)模式,近年來(lái)被許多企業(yè)采用。作為嶄新的社會(huì)化網(wǎng)絡(luò)平臺(tái),微博正在改變互聯(lián)網(wǎng)的發(fā)展方向和企業(yè)產(chǎn)品市場(chǎng)的推廣形式。本文采用圖論和社會(huì)網(wǎng)絡(luò)分析的方法,將中心節(jié)點(diǎn)劃分成四個(gè)維度,對(duì)微博信息傳遞的擴(kuò)散結(jié)構(gòu)及中心節(jié)點(diǎn)的影響力進(jìn)行研究,發(fā)現(xiàn)不同維度中心節(jié)點(diǎn)的社會(huì)感染能力不同,可以為企業(yè)實(shí)施病毒營(yíng)銷(xiāo)戰(zhàn)略提供一定借鑒。
[Abstract]:The birth of the Internet made the society enter a fragmented era, and the arrival of Weibo further pushed fragmentation forward. Virus marketing is a new type of social network marketing model developed with the development of information dissemination technology and social network. As a new social network platform, Weibo is changing the development direction of the Internet and the promotion of enterprise product market. This paper adopts graph theory and social network analysis method. This paper divides the central node into four dimensions, studies the diffusion structure of Weibo's information transmission and the influence of the central node, and finds that the social infection ability of the central node in different dimensions is different. It can provide some reference for enterprises to implement viral marketing strategy.
【作者單位】： 大連交通大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：2013年度教育部人文社會(huì)科學(xué)研究規(guī)劃基金項(xiàng)目“鼠碑溢出效應(yīng)驅(qū)動(dòng)機(jī)理研究:社會(huì)感染視角”(13YJA630060)
【分類(lèi)號(hào)】：F49;F274
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本文編號(hào)：1593829