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从社会网络分析的视角,探讨了网络化社会时代移动通信数据业务的营销问题。移动通信数据业务扩散的基本平台是移动通信用户关系网络,为此以中国移动集团下属地市级通信公司的实际用户通信数据为例进行的实证分析,揭示了移动通信用户关系网络具有小世界及无标度网络的特征。针对移动通信用户关系网络特征,提出了“泛宣传,点关注”及征服“意见领袖”的营销策略。此研究成果为基于移动通信网络的数据业务营销提供了坚实的理论基础和切实有效的实施策略。
From the perspective of social network analysis, this paper discusses the marketing of mobile communication data services in the era of networked society. The basic platform for the proliferation of mobile communication data services is the mobile communication user relationship network. To this end, an empirical analysis of the actual user communication data of China Mobile Group affiliated city-level communication companies reveals that the mobile communication user relationship network has a small world and Scale-free network features. According to the characteristics of mobile communication user relationship network, this paper puts forward the marketing strategy of “pan-propaganda, point concern” and conquering “opinion leader”. The research results provide a solid theoretical basis and practical and effective implementation strategies for data service marketing based on mobile communication network.