基于网络口碑的品牌评价体系研究——以国产奶粉品牌为例
发布时间：2018-10-11 19:11
【摘要】：将网络口碑传播的各要素(口碑信息、口碑发送者、口碑接收者、口碑传播平台和人际关系网络结构)与品牌发展阶段(品牌过往表现、品牌当前形象和品牌未来传播能力)相结合,设计出基于网络口碑的品牌评价体系(品牌发展趋势指标、品牌总体形象指标和品牌关注者口碑网络指标),并以天涯论坛中的国产奶粉品牌口碑为例进行实证研究,以期为当前网络环境中品牌评价和舆论监管工作提供理论框架和可借鉴实例。
[Abstract]:The factors of network word-of-mouth communication (word-of-mouth information, word-of-mouth sender, word-of-mouth receiver, word-of-mouth communication platform and interpersonal network structure) and brand development stage (brand past performance, etc. Combining the current image of brand with the ability of brand communication in the future, a brand evaluation system based on network word-of-mouth (brand development trend index) is designed. Brand overall image index and brand word-of-mouth network index), and take the domestic milk powder brand word of mouth in Tianya Forum as an example to carry on the empirical research, In order to provide theoretical framework and examples for brand evaluation and public opinion supervision in the current network environment.
【作者单位】： 南京大学信息管理学院;
【基金】：江苏省教育厅高校哲学社会科学基金项目“Web 2.0、3G环境下网络口碑评价体系研究”(项目编号:2013SJD870013) 中央高校基本科研业务费(南京大学青年基金项目)研究成果之一
【分类号】：F273.2;F426.82;G206
[Abstract]:The factors of network word-of-mouth communication (word-of-mouth information, word-of-mouth sender, word-of-mouth receiver, word-of-mouth communication platform and interpersonal network structure) and brand development stage (brand past performance, etc. Combining the current image of brand with the ability of brand communication in the future, a brand evaluation system based on network word-of-mouth (brand development trend index) is designed. Brand overall image index and brand word-of-mouth network index), and take the domestic milk powder brand word of mouth in Tianya Forum as an example to carry on the empirical research, In order to provide theoretical framework and examples for brand evaluation and public opinion supervision in the current network environment.
【作者单位】： 南京大学信息管理学院;
【基金】：江苏省教育厅高校哲学社会科学基金项目“Web 2.0、3G环境下网络口碑评价体系研究”(项目编号:2013SJD870013) 中央高校基本科研业务费(南京大学青年基金项目)研究成果之一
【分类号】：F273.2;F426.82;G206
【参考文献】
相关期刊论文 前6条
1 毕继东;;网络口碑对消费者购买意愿影响实证研究[J];情报杂志;2009年11期
2 李念武;岳蓉;;网络口碑可信度及其对购买行为之影响的实证研究[J];图书情报工作;2009年22期
3 李文静;;基于危机预警的企业网络口碑信息管理[J];图书馆学研究;2009年10期
4 李文静;;企业网络口碑信息监测服务的现状与发展探析[J];图书馆学研究;2010年01期
5 张s，
本文编号：2264943
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2264943.html
