本文選題：口碑傳播 + 顧客口碑傳播網(wǎng)絡(luò)��； 參考：《哈爾濱理工大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)購(gòu)物交流平臺(tái)的迅猛發(fā)展，顧客口碑的發(fā)布與傳播獲得了更便捷的途徑，顧客口碑對(duì)顧客購(gòu)買選擇的影響力明顯提高。因此，企業(yè)研究顧客口碑信息的傳播方式和機(jī)制對(duì)制定企業(yè)營(yíng)銷策略，特別是口碑營(yíng)銷策略，優(yōu)化企業(yè)產(chǎn)品服務(wù)體系，提升企業(yè)產(chǎn)品競(jìng)爭(zhēng)力意義重大。 基于顧客口碑理論和社會(huì)網(wǎng)絡(luò)分析方法，本文對(duì)顧客口碑傳播網(wǎng)絡(luò)中的一類特殊節(jié)點(diǎn)——子群鏈接者進(jìn)行分析。 論文首先提出了子群鏈接者的定義并對(duì)子群鏈接者在顧客口碑網(wǎng)絡(luò)中的作用進(jìn)行了分析�；谕ㄟ^(guò)實(shí)證調(diào)查所獲得的的數(shù)據(jù)，構(gòu)建了一個(gè)顧客口碑傳播網(wǎng)絡(luò)。通過(guò)對(duì)此網(wǎng)絡(luò)的分析和研究提出了子群鏈接者的網(wǎng)絡(luò)特性識(shí)別方法。 采用行為理論和統(tǒng)計(jì)分析方法對(duì)子群鏈接者的行為特征及行為動(dòng)因進(jìn)行了深入研究，發(fā)現(xiàn)了顧客口碑傳播網(wǎng)絡(luò)中的子群鏈接者的個(gè)體屬性和個(gè)體行為特征；在口碑搜尋方面，子群鏈接者的個(gè)體行為特征具體包括：興趣愛(ài)好的多樣性、觀念認(rèn)同的開(kāi)放性、購(gòu)物需求的廣泛性；在口碑傳播方面，，子群鏈接者的個(gè)體行為特征具體包括：信息溝通的主動(dòng)性、人際交往的融合性、交往意愿的主動(dòng)性等。基于研究結(jié)果提出了針對(duì)子群鏈接者的企業(yè)口碑營(yíng)銷策略。論文的研究可以為企業(yè)制定口碑營(yíng)銷策略，提高企業(yè)品牌競(jìng)爭(zhēng)力提供借鑒。
[Abstract]:With the rapid development of the Internet shopping exchange platform, the release and dissemination of customer word of mouth has been more convenient. The influence of customer word of mouth on customer purchase choice has been greatly improved. Therefore, the enterprise research on the communication mode and mechanism of customer word of mouth information is to make enterprise marketing strategies, especially the word of mouth marketing strategy, to optimize enterprise production. It is of great significance to improve the competitiveness of products.
Based on customer word-of-mouth theory and social network analysis method, this paper analyzes the sub group linkers of a special node in the word of mouth communication network.
Firstly, the definition of subgroup linkers is proposed and the role of the subgroup linkers in the customer word-of-mouth network is analyzed. Based on the data obtained from the empirical investigation, a customer word of mouth communication network is constructed. The method of identifying the network characteristics of the subgroup linkers is proposed through the analysis and research of this network.
The behavior and behavioral factors of the subgroup linkers are studied by the behavior theory and statistical analysis method. The individual attributes and individual behavior characteristics of the subgroup linkers in the customer word of mouth communication network are found. The individual behavior of the subgroup linkers in the word of mouth search is characterized by the diversity of interests. In the aspect of word of mouth communication, the individual behavior characteristics of the subgroup linkers include the initiative of information communication, the integration of interpersonal communication, the initiative of the willingness to communicate, and so on. It provides reference for enterprises to formulate word-of-mouth marketing strategies and enhance brand competitiveness.

【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F724.6

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本文編號(hào)：1811346