基于组织购买过程变迁追踪关键意见领袖的研究

关键意见领袖是组织市场销售的着力点,目前测定意见领袖的研究以消费者市场为主,围绕组织购买过程寻找关键意见领袖还鲜有研究。根据组织购买过程信息传播的特性,提出了组织意见领袖的影响力驱动组织购买过程的概念模型,结合实例建立了组织购买的随机Petri网模型,对组织购买各阶段的信息处理能力进行评价,通过对驱动购买信息流动的各阶段关键人影响力的分析追踪关键意见领袖,对提高销售活动效率、促成组织销售的实现具有重要意义。

The Research Based on the Transfer in Organizational Buying Process to Seeking for Core Opinion Leader

Core Opinion Leader is the point of application in sales for organization.At present studies determining opinion leader centre in common consumer market,and the study is rare that seeks for Core Opinion Leader in the process of organizational buying.According to the characteristic of communication of information in organizational buying behavior,this article proposes conceptual model of organizational buying process being driven by organization opinion leader’s influence.Associated with a example,the article establishes the stochastic Petri net model of organizational buying behavior,and appraises the 在 data processing capability of sale stages.The Core Opinion Leader can be sought by analyzing the influence from essential person in various sale stages to drive information flowing of organizational buying,which will enhances the sale campaign efficiency and facilitate the realization of sale.