基于大数据的品牌生态圈重构  

作　　者：施春来[1] 

机构地区：[1]上海市经济管理干部学院经济管理教研部

出　　处：《企业经济》2015年第7期10-13,共4页Enterprise Economy

摘　　要：大数据带来的思维、商业与价值变革的生态特征,是对传统品牌生态圈的颠覆,品牌生态圈沟通模式从单向线性结构向多向网状结构转化。面对用户品牌偏好下降、生态圈形成的决定依据、沟通模式变化等挑战,需要规划数据来源与数据竞争力,估值品牌数字资产与预判消费行为路径,改善媒体碎片化的生态圈,复合进行品牌生态圈数据管理,以实现品牌生态圈重构的目标。The ecological characteristics brought by big data on business mindset and values have overturned those of the traditional ones. Brand ecosystem communication model has also transformed from linear one - way structure to net structure. With the challenges of customer decline in brand preference, decisive basis for the formation of ecosystem and changes in communi- cation model, the only way to achieve the goal of restructuring brand ecosystem is to plan ahead the data sources and its competitiveness, evaluate brand digital assets and predict consumer behavior path, improve fragmented media ecosystem and comprehensively manage brand ecosystem.

关 键 词：大数据生态 生态圈 品牌资产 价值重构 

分 类 号：F721[经济管理—产业经济]