社会网络分析在市场营销学中的应用  

The Application of Social Network Analysis to Marketing Research

作　　者：杨学成[1] 张晓航[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《当代经济管理》2009年第6期25-29,共5页Contemporary Economic Management

摘　　要：作为一种日益成熟的研究范式,社会网络分析已经引起了多个学科的关注和应用,也为市场营销学提供了崭新的思想、方法和借鉴工具。文章首先阐述了社会网络分析的基本思路,在此基础上比较了社会网络分析的两种具体研究方法——自我中心网分析和整体网分析。讨论了社会网络分析在市场营销学的应用,重点指出了社会网络分析在发掘意见领袖和重估顾客价值方面的独特作用。对社会网络分析在市场营销学中的应用进行了简要评述,并指出了其局限性。As an increasing mature research paradigm, Social Network Analysis （SNA） has attracted many scholars＇ attention and expanded its application to many fields including marketing research. SNA, as a new thought, new methodology and a new tool, has opened another window into marketing research. First of all, this article addresses the basic mentality of SNA and compares two research methods egocentered network analysis and whole network analysis. Then, it discusses the application of SNA to marketing research, especially to finding out opinion leaders and re-estimating customer value. Lastly, it makes a brief review on the application of SNA to marketing research and points out its limitations.

关 键 词：社会网络分析 关系营销 意见领袖 顾客网络价值 

分 类 号：F270[经济管理—企业管理]