| 基于传染病模型的口碑对品牌传播的作用机理分析 |
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| 引用本文： | 宋波,徐飞,刘娴.基于传染病模型的口碑对品牌传播的作用机理分析[J].上海管理科学,2012,34(1):57-60. |
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| 作者姓名： | 宋波 徐飞 刘娴 |
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| 作者单位： | 1. 上海师范大学旅游学院,上海,200234
2. 上海交通大学安泰经济与管理学院,上海,200052 |
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| 基金项目： | 国家自然科学基金资助项目，国家自然科学基金资助项目，教育部人文社会科学研究一般项目，上海市哲学社会科学规划课题，上海师范大学一般科研项目 |
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| 摘 要： | 本文在传染病模型(SIR)的基础上,从宏观和动态的视角出发,通过建立口碑效应作用下的品牌扩散传播模型,采用数值计算和图形观察相结合的方法,描述口碑作用下的品牌扩散传播过程,分析市场上品牌消费者比例随着口碑作用和时间推移的变化规律,并预测品牌市场占有率达到最高的时刻及品牌扩散程度,并探讨了品牌推广的手段以及影响品牌传播的因素,为企业有效开展品牌的口碑营销和品牌推广提出相应的建议.
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| 关 键 词： | 传染病模型 口碑 品牌传播 |
Analysis on Mechanism of Brand Communication Effected by Word-of-Mouth Based on SIR Model |
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| Song Bo
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Xu Fei
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Liu Xian.Analysis on Mechanism of Brand Communication Effected by Word-of-Mouth Based on SIR Model[J].Shanghai Managent Science,2012,34(1):57-60. |
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| Authors: | Song Bo Xu Fei Liu Xian |
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| Abstract: | Based on the SIR model,this paper sets up a model of brand communication under the influence of WOM from a microscopic and dynamic perspective.We integrate the methods of literature review,quantitative research and figure analysis to describe the influence of WOM to Brand Communication,and find out the variation regularity of consumers’ ratio of a certain brand,and forecast the time when a certain brand gets the highest market share.In addition, several suggestions of WOM marketing and brand promotion are given. |
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| Keywords: | SIR model Word-of-mouth Brand communication |
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