自媒体平台社群营销的关系链研究

The Relation Chain of Social Media Marketing on Self-Media Platform

人际交往的强关系、弱关系一般呈现二元对立格局,但在自媒体社群营销中,强弱关系作为关系链的两个维度,处于交替的转换与融合中。弱关系作用于社群营销表现为扩张读者矩阵、内容矩阵和渠道矩阵的加法增量,强关系作用则表现为读者圈层、知识增值、情感归属的减法收敛。关系链融合驱动强弱关系的转换协同,从弱关系的"去中心化"到强关系的"再中心化",从强关系的移动场景到弱关系的多元产业链,构建起"自媒体+社群+产业"的价值链,实现自媒体平台的社群营销理念由共享经济向信任经济转型创新。

The strong tie and weak tie of interpersonal interaction usually present two opposite patterns. But in the social media marketing of self-media platform, the strong tie and weak tie, as two dimensions of the relation chain, are in the process of alternating transformation and integration. The effect of weak tie on social media marketing is represented by the incremental addition of expanding reader matrix, content matrix and channel matrix. And the strong tie is shown by the subtraction convergence of reader circle, knowledge appreciation and emotional attribution. Relation chain integration drives the transformation and coordination of strong and weak ties, from ＂decentralization＂ of weak tie to ＂recentralization＂ of strong tie, and from mobile scenes of strong tie to multiple industrial chains of weak tie. Then it will build the value chain of ＂self-media＋community＋industry＂, and realize the concept of social media marketing transformation from shared economy to trust economy on self-media platform.