社交网络可视化分析对电商企业网络口碑营销的影响

The Impact of Visual Analysis of Social Networks on Online Word of Mouth Marketing of E-commerce Enterprises

社交网络可视化分析能够高效地对海量数据进行简化处理,从而成为帮助电商企业推进网络口碑营销的重要工具。本文以电商企业为研究对象,通过实证调查的方法来探究企业内部社交网络可视化分析对电商企业网络口碑营销的影响。调查发现社交网络可视化分析在电商企业的市场定位、营销定向、营销成本、工作效率以及经济效益等方面都有积极的作用。本文研究以期为电商企业进行优质的网络口碑营销提供理论支持。

The visual analysis of social networks can efficiently streamline massive data and become an important tool for e-commerce companies to promote online word-of-mouth marketing.This article takes e-commerce companies as the research object,and uses empirical investigation methods to explore the impact of visual analysis of internal social networks on e-commerce companies'online word-of-mouth marketing.The survey found that social network visual analysis has a positive effect on e-commerce companies'market positioning,marketing orientation,marketing costs,work efficiency,and economic benefits.This article studies to provide theoretical support for e-commerce companies to conduct high-quality online word-of-mouth marketing.