社会网络效应下顾客资产驱动要素研究  

Research on the Model of Customer Equity Drivers under Social Network Effect

作　　者：邵景波[1] 陈珂珂[1] 吴晓静[1] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150001

出　　处：《中国软科学》2012年第8期84-97,共14页China Soft Science

基　　金：国家自然科学基金(71172155;70802018)

摘　　要：当前有关顾客资产驱动要素的研究均基于关系营销的二元买卖关系理念,忽视了企业与顾客均镶嵌于社会网络中的事实。根据社会网络理论,单一顾客作为镶嵌于复杂社会网络中的一个节点,其购买行为必将受到网络结构与网络关系的影响,并反过来作用于整体网络。本文从社会网络的视角深入剖析顾客资产的驱动要素问题,系统分析了顾客和企业所镶嵌的复杂社会网络对顾客购买决策与行为的影响,在此基础上构建了社会网络效应下的顾客资产驱动要素模型,是对传统顾客资产驱动要素模型的改进和完善。Current research on the drivers of customer equity is based on binary relations concept of relationship marketing,ignoring the fact that any single customer or enterprise is embedded in complex social networks.According to social network theory,the purchasing behaviors of customers under the condition of social networks will be influenced by network structure and network relationship,which will in turn have influence on the whole network.Therefore,this paper systematically analyzes the impact of complex social network on the drivers of customer equity,and builds a new model of customer equity drivers under social network effect,which is the improvement and perfection of traditional model of customer equity drivers.

关 键 词：社会网络 顾客资产 驱动要素 口碑传播 消费示范 市场地位 

分 类 号：F713.55[经济管理—市场营销]