社会化媒体环境下的品牌传播及品牌形象差异——基于华为与海尔的比较研究

doi:10.16381/j.cnki.issn1003-207x.2019.1775

中国管理科学 ›› 2022, Vol. 30 ›› Issue (6): 178-187.doi: 10.16381/j.cnki.issn1003-207x.2019.1775

• 论文 • 上一篇

社会化媒体环境下的品牌传播及品牌形象差异——基于华为与海尔的比较研究

王宗水^1,2, 赵红^3,4, 刘霞³, 孙倬³, 张健¹

1.北京信息科技大学经济管理学院，北京100192； 2.中国科学院大学数学科学学院，北京100190；3.中国科学院大学经济与管理学院，北京100190； 4.中国科学院大学中丹学院，北京100190

收稿日期:2019-11-06 修回日期:2020-01-23 发布日期:2022-06-24
通讯作者: 赵红(1963-)，女(满族)，北京人，中国科学院大学，教授，博士，博士生导师，研究方向：社会化媒体营销、品牌战略，Email：zhaohong@ucas.ac.cn. E-mail:zhaohong@ucas.ac.cn
基金资助:
国家重点研发计划资助项目 (2017YFB1400500)；国家自然科学基金资助项目(71972175)；北京市教委社科基金资助项目(SM201911232005)；中国博士后科学基金资助项目 (2018M641454)；北京信息科技大学“勤信人才”培育计划资助项目(QXTCP B201906)

Research on Brand Diffusion and Brand Image Differentiation on Social Media: Comparison of Huawei and Haier

WANG Zong-shui^1,2, SUN Zhuo³, ZHANG Jian¹

1. School of Economics and Management, Beijing information Science and Technology University, Beijing 100192, China;2. School of Mathematical Sciences, University of Chinese Academy of Sciences, Beijing 100190, China;3. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China;4.Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190, China

Received:2019-11-06 Revised:2020-01-23 Published:2022-06-24
Contact: 赵红 E-mail:zhaohong@ucas.ac.cn

摘要/Abstract

摘要： 社会化媒体已成为企业品牌形象塑造的重要方式。本文以华为与海尔为研究对象，采用数据挖掘和社会网络分析方法对选取的26,503,570和3,277,717个微博用户数据进行品牌传播的过程研究，并选取两个典型事件分析信息扩散过程，然后通过高频词云图比较社会化媒体呈现的品牌形象与企业欲塑造的品牌形象之间的差异。结果显示：参与华为相关话题讨论的用户数量明显高于海尔，其传播声量亦较高；典型事件分析中，华为的“易烊千玺为nova全球代言人”得到了更多的用户关注，尤其是拥有大量粉丝账号的转发，迅速扩大了传播网络规模，而海尔的“搞笑抽奖活动”则更多的是用户直接转发、参与相关活动，拥有大量粉丝的账号参与较少；在品牌形象呈现方面，海尔的高频词云图中智慧、智能、生活直观展示出其欲塑造的品牌形象，而华为用户参与讨论的内容更为多样，但用户生成内容未能直观展示其欲塑造的品牌形象。

关键词: 社会化媒体；品牌传播；品牌形象；差异

Abstract: Social media has become an important way for company brand building. In this study, Huawei and Haier are selected as the research objects. Data mining and social network analysis methods have been used to study the brand diffusion process based on the data collected from 26,503,570 and 3,277,717 Weibo users. The information diffusion process has been analyzed by two typical events of the two companies’ Weibo accounts. Finally, by mapping the high-frequency words to investigate the difference between the brand image presented by social media and companies want to build.

Key words: social media; brand diffusion; brand image; differentiation

中图分类号:

G206

王宗水, 赵红, 刘霞, 孙倬, 张健. 社会化媒体环境下的品牌传播及品牌形象差异——基于华为与海尔的比较研究[J]. 中国管理科学, 2022, 30(6): 178-187.

WANG Zong-shui, SUN Zhuo, ZHANG Jian. Research on Brand Diffusion and Brand Image Differentiation on Social Media: Comparison of Huawei and Haier[J]. Chinese Journal of Management Science, 2022, 30(6): 178-187.

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社会化媒体环境下的品牌传播及品牌形象差异——基于华为与海尔的比较研究

Research on Brand Diffusion and Brand Image Differentiation on Social Media: Comparison of Huawei and Haier

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