基于联想信息结点社会网络分析的品牌传播研究——以小米品牌为例

Research on Brand Communication based on Social Network Analysis of Brand Association Information Nodes:Taking the Xiaomi Brand as an Example

应当选择哪些品牌信息进行品牌传播,既是理论问题,又是实践问题。文章基于品牌联想理论,探究出一个运用社会网络分析法挖掘、提炼核心联想信息结点关键词用于品牌传播的方法,并以小米品牌为研究对象,获取小米的品牌联想信息结点关键词,通过问卷调查获取小米品牌联想信息结点社会网络矩阵并对其进行社会网络分析,得出小米品牌适宜用“青年”“智能”“幸福生活”三个核心信息结点关键词对其进行品牌传播。结合小米品牌对象的研究,总结归纳该方法的流程步骤:运用自由关联测度法确立品牌联想的信息结点关键词,对消费者进行调查获取初始的品牌联想的社会网络矩阵,进行结点中心度、紧密中心度和间距中心度的社会网络分析,选择适宜的品牌联想关键词进行品牌传播。

To select the brand information for brand communication is both theoretical and practical issues. Based on the theory of brand association, this paper explores a method of using social network analysis to excavate and refine the core association information node keywords for brand communication. It takes the Xiaomi brand as the research object, to obtain the keywords of Xiaomi’s brand association information nodes, and through questionnaires to obtain the social network matrix of Xiaomi brand association information nodes and associated social network analysis. It concludes that the Xiaomi brand is suitable for brand communication with the three core information node keywords of “youth”, “smart” and “happy life”. Combined with the research on Xiaomi brand objects, the process steps of this method are summarized as: using the free association measure method to establish the information node keywords of brand association, conducting surveys on consumers to obtain the initial social network matrix of brand association, conducting social network analysis of degree centrality, closeness centrality, and distance centrality, and choosing appropriate brand association keywords for brand communication.