摘要
社交网站(SNS)的迅速发展,已经成为企业实施网络营销和客户关系管理一种新的渠道,因此对SNS用户的价值进行评价,帮助企业选择正确的策略和目标客户就变得非常重要。以微博为研究对象,利用复杂网络理论对微博用户网络进行了分析,对其结构特征进行了识别和判断,证实了微博用户网络具有典型的复杂网络特征,在此基础上建立微博客户价值评价模型,并针对不同的产品提出了不同的营销策略,为企业实施基于微博的网络营销和客户关系管理提供参考。
The rapidly developing social networking sites have become an important channel for enterprise net-work marketing and customer relationship management. Hence it is significant to evaluate the SNS customer rating so as to help companies select the right strategy and target customers. This paper firstly uses complex net-work theory to analyze microblog user network, then identifies its structural characteristics as typical characteristics of complex networks. Finally, the paper establishes a microblog user rating model and put forward different strategies in view of different products, thus providing guidance for developing network marketing and custom-er relationship management.
出处
《华东交通大学学报》
2012年第5期38-43,共6页
Journal of East China Jiaotong University
基金
863国家高技术研究发展计划项目(2009AA04Z106)
江西省自然科学基金项目(20114BAB201029)
江西省教育厅科技项目(GJJ12283)
华东交通大学校立课题(11JD08)
关键词
复杂网络
微博
用户评价
网络营销
complex network
microblog
user rating model
network marketing
