基于社会网络的精确营销策略及方法

[摘要] 在深入分析社会网络用户行为的基础上，构建了一个用户信任网络。基于该用户信任网络，通过GN（Girvan和Newman提出）算法进行群体划分，并在群体划分基础上，利用文本分析技术实现群体兴趣发现，确定群体营销内容；基于用户信任网络最大生成树确定关键传播路径，并依据关键传播路径上节点信任度指标确定营销关键点，从而依据营销内容和营销关键点推动差异化、精确化营销。

[关键词] 精确营销；用户信任网络；群体划分；信息传播；社会网络

[Abstract] This paper describes user behaviors and the construction of a user-trusted network. This network uses a GN algorithm to detect communities and text analysis to determine the interests of different communities. By obtaining the maximum spanning tree of the network, we find the most probable propagation path, and we use trust indicators to target key users. By directing marketing content to key users, differentiation and precision marketing is achieved.

[Keywords] precision marketing; user-trusted network; community detection; information dissemination; social networks