论文部分内容阅读
【目的】利用互联网传播媒介,在社交网络中寻找对特定话题信息有影响的人群(影响簇),以此作为传播中介,为企业营销决策提供理论和方法支持。【方法】通过新浪微博API收集数据,采用谱系挖掘方法挖掘对信息传播有影响的人群,分析个体信息传播及其之间的交互关系来发现影响簇。【结果】获得对信息传播有高影响力的人群,利用该人群推广企业的营销信息,可显著提高产品引导购买率。【局限】仅考虑个体自身传播影响力的因素,未考虑微博非常规用户行为。【结论】为企业实施网络精准营销决策支持提供理论基础和实用方法。
【Objective】 The purpose of this study is to use Internet media to find social networks (influence clusters) influencing specific topic information in social networks, and to provide theoretical and method support for corporate marketing decision-making. [Methods] We collected data through Sina Weibo API, and used genealogy mining method to excavate the crowd influencing information dissemination. We analyzed the individual information dissemination and the interaction between them to find out the influence cluster. 【Result】 Obtaining the crowd with high influence on information dissemination and using this population to promote the marketing information of enterprises can significantly improve the guide purchase rate of products. [Limitations] Only consider the individual’s own influence on the spread of factors, did not consider microblogging unconventional user behavior. 【Conclusion】 It provides the theoretical foundation and practical method for enterprises to implement the network precise marketing decision support.