基于社会网络分析的品牌知识传播效果比较研究  

A Comparative Study of the Effectiveness of Brand Knowledge Communication Based on the Social Network Analysis

作　　者：陈玲玲 王慧 CHEN Lingling;WANG Hui(School of Economics&Management,Beijing Information Science and Technology University;Beijing Knowledge Management Research Base,Beijing 100192)

机构地区：[1]北京信息科技大学经济管理学院 [2]北京市知识管理研究基地,北京100192

出　　处：《中国商论》2023年第21期85-89,共5页China Journal of Commerce

基　　金：北京市社会科学基金项目——互联网时代北京市生活性服务业发展策略研究(18GLB032)。

摘　　要：本文运用社会网络分析和文本挖掘方法对“故宫以东”文旅品牌微博数据进行分析,从知识传播范围和知识转移效率两个维度对品牌传播效果进行衡量与比较。研究发现,品牌知识传播范围总体较小,但整体处于同比扩大趋势,且传播主体集中于官方机构,关键意见领袖数量较少;从知识转移效率角度分析,品牌传播网络用户间联系不紧密、互动性差,不具备小世界效应,品牌知识转移效率较差。This paper analyses the microblogging data of the cultural tourism brand“East of the Palace Museum”using social network analysis and text mining method,and measures and compares the effect of brand communication in terms of the scope of knowledge dissemination and knowledge transfer efffciency.It is found that the scope of brand knowledge dissemination is generally small,but the overall trend is expanding year-on-year,and the main body of dissemination is the offfcial organizations,and the number of key opinion leaders is relatively small.In terms of knowledge transfer efffciency,the brand dissemination network is not closely connected with the users and the interaction is poor;it does not have the small-world effect,so the brand knowledge transfer efffciency is poor.

关 键 词：社会网络分析 文旅品牌 品牌知识 传播效果 故宫以东 

分 类 号：F590.8[经济管理—旅游管理]