基于社会网络分析的联合促销品牌关系研究

Social Network Analysis of Brand Relationship in Joint Promotion

品牌合作下的联合促销是企业获取新顾客、提升品牌价值的重要方式,分析电子商务下的消费者购买行为,使联合促销的品牌间关系研究由传统"一对一匹配"方法转向"社会网络分析"等全新的研究方法。本文从电商平台的用户评价信息出发抽象出顾客-品牌网络,通过分析网络结构特性而提取品牌组合,并提出一套品牌关系测度方法,通过语素相似性论证该方法的有效性,旨在为企业的联合促销策略提供参考。

Joint-promotion is an effective way for enterprises to get new customers and enhance the brand values.The paper analyzes consumer′s purchasing behavior under E-commerce, calling for a migration of the research of joint-brands′relationships testing from a“one to one comparison” method to a“social network analysis” method.This paper illustrates the effectiveness of this shift by abstracting the customer-brand network topology from data of user reviews in E-commerce platform, extracts the brand sets with social network analysis, and tests this method with a morphemes similarity analysis, in order to provide references for enterprises in joint promotion strategies.