Web病毒式营销客户信任网络的构建与维护策略

发布时间：2018-04-09 23:07

本文选题：Web病毒式营销　切入点：客户信任网络　出处：《沈阳航空航天大学》2013年硕士论文

【摘要】：随着互联网的全球普及以及电子商务的飞速发展，面向Web病毒式营销领域中的客户信任网络研究目前面临两大挑战：首先，由于网络的跨时空性、信息丰富性、在线交互性和不确定性导致在线社会网络结构松散且流动性大，构成的客户信任关系是一种不稳定的临时性关系，如何更好的构建客户信任网络成为研究Web病毒式营销的重要前提条件；其次，，客户信任网络作为一种在线研究客户信任关系的模式，如何对客户信任网络进行准确的客户关系分析，从而动态维护这种信任关系，进而为上层应用研究提供适于数据挖掘或个性化推荐的基础数据源，也成为一个十分重要的研究焦点。这两方面的研究直接关系到Web病毒式营销的经济效益和社会效益，因此对客户信任网络的研究具有实实在在的意义。首先，详细综述了国内外对客户信任网络的研究成果及其优缺点，结合电子商务的认知理论和方法，明确给出客户信任网络的形式化描述定义，在此基础上提出一种客户信任网络模型CNTM(Customer Network of Trust Model)，基于该模型针对不同领域提出三种客户信任网络的构建策略(COS、CIS、COIS)并分别给出了相应的信任度计算方法。其次，详细分析了客户信任网络中节点的信任动力和信任行为，提出一种基于信任路径的产品信息扩散模型TPDMI(Trust Path Diffusion Model based Information)。通过对信任的传递分析、信任路径依赖关系的分析提出了信任网络的维护与优化策略CTNOS(Customer Trust Network based Optimization Strategy)，并给出了优化算法。最后，对本文提出的策略以及算法进行了实验检验。结果表明，模型可较为准确的表述真实的客户信任关系以及反映信任传递的本质规律，通过对Epinions网站的真实在线数据进行实验，证明了算法不仅能够提高信任度、保证信任网络的覆盖率而且能够降低信任网络的信任关系复杂度，且更有助于核心群体挖掘以及进行个性化推荐。
[Abstract]:With the global popularization of the Internet and the rapid development of electronic commerce, the research of customer trust network in the field of Web virus-oriented marketing is facing two major challenges: first, due to the transtemporal nature of the network, the richness of information.The online interaction and uncertainty lead to the looseness and mobility of the online social network structure, and the customer trust relationship is a kind of unstable and temporary relationship.How to build a better customer trust network has become an important prerequisite for the study of Web viral marketing. Secondly, customer trust network as an online research model of customer trust relationship.How to accurately analyze the customer relationship of the customer trust network and maintain the trust relationship dynamically, and then provide the basic data source suitable for data mining or personalized recommendation for the upper application research.Also become a very important research focus.These two aspects of research are directly related to the economic and social benefits of Web viral marketing, so the research on customer trust network is of practical significance.First of all, the paper summarizes the research results of customer trust network at home and abroad and its advantages and disadvantages, combining with the cognitive theory and method of electronic commerce, gives the formal description definition of customer trust network.On this basis, a customer trust network model, CNTM(Customer Network of Trust Model, is proposed. Based on this model, three kinds of customer trust network construction strategies are proposed for different domains, and the corresponding trust calculation methods are given respectively.Secondly, the trust motivation and trust behavior of the nodes in the customer trust network are analyzed in detail, and a product information diffusion model based on trust path, TPDMI(Trust Path Diffusion Model based information, is proposed.Based on the analysis of trust transfer and the analysis of trust path dependence, the maintenance and optimization strategy of trust network, CTNOS(Customer Trust Network based Optimization strategy, is proposed, and the optimization algorithm is given.Finally, the strategies and algorithms proposed in this paper are tested experimentally.The results show that the model can accurately express the true customer trust relationship and reflect the essential law of trust transfer. Through the experiment on the real online data of Epinions website, it is proved that the algorithm can not only improve the degree of trust, but also improve the degree of trust.It can ensure the coverage of the trust network and reduce the complexity of the trust relationship of the trust network, and it is more helpful to the core group mining and personalized recommendation.
【学位授予单位】：沈阳航空航天大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP393.08

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