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网络分析作为社会科学的一种新的研究视角和方法 ,正在极大地改变着理论研究前沿,激发出许多新兴课题和研究热点。本文围绕营销的本质在于价值的创造、传播和传递这一中心,结合社会网络理论视角,解释了交易营销范式和关系营销范式部分失效的原因,并提出了基于价值网络化的网络化营销新范式,认为营销价值活动的参与方都处于社会网络中,价值活动是以网络化形式进行的。
As a new research perspective and method of social science, network analysis is changing the forefront of theoretical research and stimulating many emerging topics and research hot spots. This paper focuses on the essence of marketing lies in the center of value creation, dissemination and transmission, and explains the reasons for partial failure of transaction marketing paradigm and relationship marketing paradigm combined with the perspective of social network theory and proposes a new paradigm of network marketing based on value network , Believing that participants in marketing value activities are all in social networks and value activities are conducted in a networked way.