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口碑传播动态效果研究:一个理论模型 被引量:5

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摘要 为研究口碑的传播机理以及口碑的传播效果,并对口碑营销管理提出建议,文章建立了具有小世界网络特征的顾客关系网络作为口碑传播的媒体;在此基础上建立了口碑传播动态模型,并讨论了模型参数的取值对口碑传播效果的影响,为口碑营销管理提供了理论依据。
作者 白寅 刘金兰
出处 《统计与决策》 CSSCI 北大核心 2009年第16期31-33,共3页 Statistics & Decision
基金 国家自然科学基金资助项目(70710107033 70672027)
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参考文献13

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二级参考文献2

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