新品推广在线话题的社会网络传播特征分析

Social Network Distribution Features of Online Topics for New Product Promotion

为了明确企业新品推广话题在社交网络的信息传播特征,文章将社会网络分析方法引入话题营销的传播机制研究中,以话题"荣耀6plus发布会"的微博数据作为数据样本,从整体网络结构、个体网络结构、凝聚子群结构3个方面定量分析企业话题信息在传播过程中的结构特征分布。研究结果表明:企业新品推广话题微博传播结构呈现低密度、较低凝聚力、意见领袖高度集中、较高连通性的特征;传播过程中意见领袖主体主要集中在企业官微群体;话题的网络结构特征分布与话题属性、意见领袖的选择和有效引导、网络规模相关。在话题营销过程中,企业可以从话题营销的"全民公关"图谱组建、话题意见领袖的合理引导和企业自身意见领袖群的培育等3个方面提升话题营销的效率,实现企业的营销目标。

In order to investigate the characteristics of information dissemination of new product promotion on social networks,the paper takes social network analysis as a framework and＂Hua wei 6 plus conference＂data on Sina Micro-blog as sample to examine the dissemination mechanisms about topic marketing.Opinion leaders mainly focus on enterprise official micro-blog.Furthermore,network distribution structure is mainly related to topic attributes,opinion leaders＇ selection and effective guidance,and network scale.During the process of topic marketing,the enterprise can raise topic marketing efficiency and achieve corporate marketing objectives through three approaches：forming＂national public relation＂patterns,asking opinion leaders to effectively lead the topics,cultivating opinion leading teams within enterprises.