基本信息

　　书名：大数据驱动的社群营销模式研究——从顾客交易到用户交互

　　作者：黄敏学、王薇

　　出版社：科学出版社

　　《大数据驱动的社群营销模式研究——从顾客交易到用户交互》参考文献（英文）

　　第一章 大数据驱动的社群营销模式概述

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　　第二章 社群营销模式的相关研究

　　第一节 社会网络与社会影响

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　　第二节 品牌社区与认同

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　　第三节 社群识别与关键用户

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　　第三章 融入社群：关系演化与社群交互

　　第一节 网络关系的形成

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　　第二节 网络关系的演化

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　　第三节 网络社群融入的交互策略

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　　第四章 用户激发：三元交互的耦合策略

　　第一节 基于场景的情感共鸣（第1~3小节部分）

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　　第一节 基于场景的情感共鸣（第4~5小节部分）

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　　第二节 用户情感表达的激发（第1~3小节部分）

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　　第五章 引出爆点：动态网络中关键用户

　　第一节 关键用户的识别与演化

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　　第二节 用户关系的传播影响性

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　　第三节 关键用户的动态影响性：以新产品扩散为例

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　　第六章 借力社群：社群交互的共振策略

　　第一节 活跃社群交互的用户社会化引导

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　　第二节 增强社群黏性的企业参与策略

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　　第三节 基于网络效应的双边市场关系维系

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