摘要
广义虚拟经济时代,企业核心竞争力从传统的资本、管理和技术三因素升华为品牌价值塑造、商业模式创新和集成网络构建这三个全新核心竞争力要素。品牌竞争是市场竞争的集中体现和最后归宿。在品牌建设中,如何有效传播品牌非常重要和关键。本文正是从这一问题出发,将社会网络理论和方法运用到品牌在人际之间传播。研究表明:由于社会网络的"无尺度"特征,在品牌传播时,针对社团结构,企业要精准定向传播;针对"结构洞",企业要识别并引导意见领袖进行传播;针对"集散节点",企业要加强对"噪声源"的监控。
In the age of generalized virtual economic, the brand value ,the innovation of business model and integrated network have become the new core competitive strengths of enterprises rather than the traditional three factors-- capital, management and technology .The competition of brand is the embodiment and the final destination in the market. In the process of building brand, how to spread the brand effectively is very im- portant and critical. This article is to study this issue and apply social network theories and methods to the brand spread between people. This study have shown that： In the process of brand spread, enterprise should focus on target customers accurately as for the ＂scale-free＂ features of social networks; identify and guide ＂opinion lead- ers＂ as for the ＂structural holes＂ feature; strengthen their monitoring of the noise source as for ＂hubs＂.
出处
《广义虚拟经济研究》
2012年第3期15-20,共6页
Research on the Generalized Virtual Economy
基金
广义虚拟经济研究专项资助项目[项目编号:GX2011-1024(M)]
关键词
广义虚拟经济
品牌传播
社会网络
无尺度网络
generalized virtual economic, brand spread, social network, scale-free network
