麦I#锡咨询公司的研究指出,在顾客20%至50%购买决策之中,口碑是隐藏于其中

叫fT要影响因素;U碑涵盖了从我们所观赏影片、所阅读书籍到所访问网站等众多领域。

辻联网报告显示,微博与微信已经成为中国最受欢迎的社会媒体平台。因此,如何利

MJ微博,礼会媒体有效构建和实施种子、蜂鸣和病毒等口碑营销战略,以期达到“一传

! ’丨仏f'r的丨]碑载道效应,成为摆在3下企业与营销管理人员面前的一个亟待解决

之难题。

本研究以碑的溢出效应为研究对象,探究在中文微博环境下病毒营销的开展以及

病冉信息的扩散结构。首先,阐述了微博鼠碑营销行业的现实背景并回顾了相关研究。

次,坫十新浪微博为平台,采用图论和社会网络相结合的研究方法,提出了扩散结构

的校增并进行了实证研究。最后,提出了对微博鼠碑营销的启示以及实施微博鼠碑营销

策略的](休方法和建议。

本研究发现间接弱相关和直接相关维度的中心节点病毒影响力最强,但这两个维度

屮心打点的倍总扩散结构都趋P扁平化,扁平化的扩散结构将有碍病毒营销信息的纵向

仏播。W此,企业在丌展微博鼠碑营销时,在重视上述两类中心节点的基础匕还应该

进步从横向出发,通过选取大量的中心节点同时进行信息传递,以期达到扩大信息传

描范围的Fi的,从而可以提高微博鼠碑营销的效率,并最终能够为企业带来丰硕的回报。

关键词:微博;鼠碑;病毒营销;中心节点;扩散结构

人迮交通人学管理宁硕七卞位论文

Abstract

A study Mckinsey. a consultancy, concluded that word of mouth is hidden in the primarv

impact factors of 20% to 50% customers purchase decision. Word of mouth covcrs from

watching films, reading books to visiting web sites etc. Reports suggest micro-blog and micro

message has become the most popular social media platform in China. Therefore, how to

construct and implement the seed, buzzer and virus marketing strategy by effectively by

social media such as micro-blog, is the dilemma that business and marketing management

must confront.

This paper attempts to explore the diffusion structure of the virus information as well as

the viral marketing development in Chinese micro-blog environment and the research object

is the spillover effect of WOM. First, expounds the realistic background in micro-blog WOM

marketing industry and reviews the related research. Secondly, builds the diffusion model and

carries on the positive research by using the method that combines graph theory and social

network based on the platform of Sina micro-blog. Finally, puts forward some constructive

suggestions for micro-blog WOM marketing strategy and the specific methods.

This study finds that the hubs of weak correlation and direct correlation have the most

powerful virus influence effect. But the information diffusion structure of these dimensions

tend to flat, and it will impede the spread of virus marketing information. Hencc, enterprises

have to pay attention to these two kinds of hubs in the development of micro-blog WOM

marketing, and select the large number of hubs as the information transfer. By expanding the

scope of the information dissemination, it could improve the efficicncy of micro-blog WOM

marketing. The research result can be used to deliver new methods and some improvements

for the enterprise, and finally bring enormous economic benefits.

Kiey Words: Micro-blog; Word of Mouse; Virus Marketing; Hubs; Diffusion Structure