社会网络视角的品牌关系分析、测量与管理  

作　　者：侯立松[1] 叶楠 张燚[2] 

机构地区：[1]江苏师范大学商学院 [2]西南政法大学管理学院

出　　处：《企业经济》2015年第7期20-26,共7页Enterprise Economy

基　　金：教育部人文社会科学研究青年基金项目"品牌关系质量评价与管理研究"(批准号:10YJC630078);江苏师范大学博士学位教师科研支持基金项目"新能源汽车采用行为的心理距离框架效应研究"(批准号:13XWR013)

摘　　要：品牌关系理论是基于社会心理学中的人际关系理论发展出来的品牌理论。当前的研究大多是基于传统人际关系理论视角,注重的是关系主体之间的"一对一"关系,没有考虑或者较少考虑关系主体所嵌入的关系网络背景。但是,随着经济、社会和商业的网络化发展,关系网络越来越成为关系分析和关系管理需要考虑的重要背景和变量。因此,在当今信息传播和关系互动高度网络化的时代,仅仅"机械地"考虑品牌与顾客之间的关系,已经难以揭示品牌关系的真实面貌,对关系的考量也不应仅仅局限于个体之间,还应考虑关系主体所处的关系网络特征。本文基于社会网络视角,对品牌关系特征、测量与管理等问题进行了分析。Brand relationship theory is evolved based on interpersonal relationship theory in social psychology. Most of the current re- searches are still based on the traditional interpersonal relationship theory, which focus mainly on the ＂one -to -one＂ rela- tionship among the relationship subjects, but ignore or rarely consider the embedded network background of the relationship subjects. However, with the development of economy, society and business networking, relationship social network has be- come the more and more important background and variable to be considered in the relationship analysis and relationship management. Therefore, in today＇s highly networked era of information communication and the relationship interaction, on- ly ＂mechanically＂ considering the relationship between brands and customers has been difficult to reveal the real appearance of brand relationship. Considerations of brand relationship should not be limited to individuals, but focus on the relationship network characteristics of the relationship subjects. This paper analyzes the characteristics, measurement and management of brand relationship from the perspective of social network.

关 键 词：社会网络 品牌关系 利益相关者 社会资本 

分 类 号：F272[经济管理—企业管理]