Social Customer-Oriented Customer Network Madel Research

Among many Internet applications, the emergence of social media which has brought the trend of network socialization and society networking has changed obviously the traditional customer behavior and CRM. This paper starts with the influence the emergence of social media brings to traditional CRM and analysis the customer network formed by social customers by 3 parts, network role of social customer, network structure mode and network evolution mechanism. The main contents and results are shown below:Firstly, the concepts of social customer and social customer network were defined and the classification of network role was described, which mainly relates to social media, social customer and social customer network etc. And the relationship between social customers was classified into 4 kinds, interactive, supportive, cooperative and reciprocal. The action of social customer was summarized into 6 kinds, scanning, commenting, releasing, transmitting and shielding. Accordingly, the role of social customers was categorized into 6 kinds, actor, publisher, controller, bystander, connector and spreader.Secondly, the paper studies the network structure mode of social customer. Data was collected and analyzed By UCINET. The microcosmic mode was divided into 3 kinds, central, chained and Linkages. The macroscopic mode was described by structure characteristic value. Furthermore, combined with different microcosmic mode, the function of social media channel was also classified. Thirdly, this paper divided the evolutionary motivation of social customer network into goal-directed and occasional, and case study was used to analyze the characters of the 2 kinds. Meanwhile, the customer crisis emerges in the process of evolution is classified into interests crisis, information crisis and service crisis.