摘要
商业赞助是企业营销的一个重要途径和手段。以网络博客中有关2010年上海世博会的相关博文为依据,运用社会网络分析法,对世博会商业赞助的实证分析表明:不同世博会赞助企业的口碑信息传递过程存在明显的共现现象,世博会场馆对此起到了有效的调节作用,成为世博会赞助企业口碑信息传递过程的关键性"加权"变量,因而赞助企业的世博会营销需要关注与其他赞助企业之间的交互作用。
Business sponsorship is an important way of business marketing.Based on the text about 2010 Shanghai EXPO in internet blog spaces,and using the method of social network analysis,this paper analyzes the behavior of sponsor companies and the interaction mechanism among them.The results show that there is an obvious co-occurrence phenomenon in the process of word-of-mouth information transmission,in which the pavilions become vital ＂weighted＂ variables,so the interaction mechanism should be taken into consideration in the marketing activity of EXPO sponsor enterprises.
出处
《广东商学院学报》
CSSCI
北大核心
2012年第3期48-57,共10页
Journal of Guangdong University of Business Studies
基金
国家自然科学基金项目(71072152)
教育部人文社会科学研究项目(09YJC790091)
关键词
企业营销
商业赞助
上海世博会
口碑营销
社会网络
共现分析
company marketing
company sponsorship
2010 Shanghai EXPO
word-of-mouth marketing
social network
co-occurrence analysis
