自媒体意见领袖话语权获得与影响力计算方法研究

发布时间：2018-02-24 00:37

本文关键词： 自媒体意见领袖区间直觉模糊理论话语影响力　出处：《合肥工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：自媒体为大众提供了一个在网络上自由发布信息的平台,大众可以在白媒体平台上平等的交流互动,在自由平等的自媒体环境中有些人得到了更多的追捧,有些话语获得了更多的认同。相继而来的是话语权的不均衡,话语影响力的不平等。随着自媒体的不断发展,企业逐渐认识到了自媒体中蕴含的巨大商机。如何利用自媒体进行有效的网络营销活动是企业进行营销决策面临的新问题。本文从网络营销的角度出发,分析自媒体特征后认为培养自媒体意见领袖是获取自媒体话语权行之有效的方法,衡量自媒体意见领袖话语影响力可以为企业筛选符合企业要求的合格自媒体意见领袖。本文给出的自媒体意见领袖话语权获得过程模型对话语权获得过程进行了直观的描述,运用区间直觉模糊理论构建的自媒体意见领袖话语影响力计算方法可以对自媒体意见领袖的话语影响力进行有效的对比分析。本文借用自媒体平台--新浪微博对自媒体意见领袖话语影响力计算方法进行了实例验证,得到了意见领袖的排名结果,结果分析表明方法具有较好的有效性和可行性。研究为企业有效地进行自媒体相关的网络营销活动提供了科学有效的工具,研究具有较重要的理论意义与实用价值。
[Abstract]:Since the media has provided a platform for the public to freely publish information on the Internet, the masses can communicate and interact equally on the white media platform, and some people have gained more popularity in a free and equal self-media environment. Some words have gained more recognition. One after another is the imbalance of discourse power and the inequality of discourse influence. With the continuous development of the media, Enterprises have come to realize the huge business opportunities contained in self-media. How to use self-media to carry out effective network marketing activities is a new problem for enterprises to make marketing decisions. This paper starts from the point of view of network marketing. After analyzing the characteristics of the media, it is considered that cultivating the opinion leaders from the media is an effective way to obtain the right to speak from the media. Measuring the discourse influence of self-media opinion leaders can screen qualified self-media opinion leaders according to the requirements of enterprises. This paper gives a model of self-media opinion leaders' speech acquisition process which describes the process of speech rights acquisition intuitively. The method of calculating the discourse influence of self-media opinion leaders based on interval intuitionistic fuzzy theory can be used to compare and analyze the discourse influence of self-media opinion leaders. The method of calculating the influence of media opinion leaders' discourse is verified by examples. The results show that the method is effective and feasible. The research provides a scientific and effective tool for enterprises to effectively carry out self-media related online marketing activities. The research has important theoretical significance and practical value.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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