社会网络分析——顾客资产研究的新视角

Social Network Analysis——a New Perspective of Customer Equity Research

目前,社会网络分析已应用于管理、心理等不同学科领域。然而,社会网络分析在顾客资产中的应用研究方面,国内外研究还相对较少。本文首先针对当前营销研究中存在的问题,重点阐述了在顾客资产研究中应用社会网络分析的必然性和独特优势,进而讨论了其具体应用方法,并针对未来的研究方向提出了几点建议。

As an increasingly mature research paradigm and analysis method, social network analysis has been applied to psychology, economy, management and other disciplines.However, the research on the application of social network analysis in customer equity is relatively less at home and abroad.In view of the existing problems in the current marketing research, this paper focuses on the inevitability and unique advantages of applying social network analysis in customer equity research, and then discusses its specific application methods, and puts forward some suggestions for the future research direction.