商业研究

商业研究

• 经营管理 • 上一篇    下一篇

社会网络意见领袖对客户间接价值的影响

潘蕊1，周静2，关蓉1   

  1. 1.中央财经大学 统计与数学学院，北京 100081；2.中国人民大学 统计学院，北京 100872
  • 收稿日期:2017-03-16 出版日期:2017-09-22
  • 作者简介:潘蕊（1985-），女，辽宁大连人，中央财经大学统计与数学学院副教授，经济学博士，研究方向：高维数据分析、网络结构数据统计建模；周静（1989-），本文通讯作者，女，哈尔滨人，中国人民大学统计学院讲师，管理学博士，研究方向：客户关系管理、社会网络分析；关蓉（1985-），女，南宁人，中央财经大学统计与数学学院讲师，管理学博士，研究方向：复杂数据分析。
  • 基金资助:
    国家自然科学基金青年项目，项目编号：11601539；国家自然科学基金重点项目，项目编号：11631003；中央高校基本科研业务费专项资金“中央财经大学科研创新团队支持计划”资助；中国人民大学新教师启动基金项目，项目编号:17XNLF08。

The Impact of Opinion Leadership on Consumer′s Indirect Value from the Perspective of Social Network

PAN Rui1，ZHOU Jing2,GUAN Rong1   

  1. 1.School of Statistics and Mathematics, Central University of Finance and Economics, Beijing 100081, China；2. School of Statistics, Renmin University, Beijing 100872, China
  • Received:2017-03-16 Online:2017-09-22

摘要： 从社会网络理论出发，通过对国内某移动通讯运营商提供的用户之间通话和短信数据以及消费记录的分析，提炼出用户通话网络与短信网络的结构特征，对网络结构变量进行主成分分析与聚类分析，并将现有客户分为不活跃用户、中等活跃用户和意见领袖，将客户的价值分为直接价值与间接价值，探究意见领袖对客户间接价值的影响。回归分析表明意见领袖的作用主要体现在提升客户间接价值上，其个人消费金额（直接价值）与其他消费者并无显著差异。但是，由于其在网络中所处的地位和活跃程度，使得与意见领袖间接联系的消费者的消费金额有了显著提高。这一研究结论表明衡量客户价值应以个人的消费额度为基础，而且一个客户的价值还应该包含他的社会关系价值；为了稳定广大客户长期在网，通信服务业要注重对意见领袖的识别和维护，他们具有加固网络联系的作用。

关键词: 社会网络, 客户间接价值, 意见领袖, 主成分分析, 聚类分析, 回归分析

Abstract: From the social network theory, this article depicts the characteristics of phone call network and message network through the analysis of the communication and message data, and consumption record provided by a mobile telecom company in the domestic market. Furthermore, the paper conducts principle component analysis and clustering analysis based on network statistics, classifies the consumers into three categories: the inactive consumer, the moderately active consumer and the opinion leadership, and divides customer value into direct and indirect value to investigate the impact of opinion leadership on customer indirect value. Regression analysis reveals that the role of opinion leadership is mainly reflected in the promotion of indirect value of customers and his/her consumption (i.e., direct value) has no significant difference with others.However, consumers who are connected with opinion leaderships have significantly more consumption because opinion leaderships are more active in a network. This finding suggests that measuring customer value should be based on individual spending, moreover, a customer value should include social relationship value; in order to remain customers in a long term, telecom companies should pay attention to the identification and maintainance of opinion leadership, because they can stabilize network relationship.

Key words: social network, consumer indirect value, opinion leadership;principle component analysis;clustering analysis;regression analysis