基于社会计算的银行理财产品信息传播分析技术研究

发布时间：2018-03-17 03:02

本文选题：理财产品　切入点：社会计算　出处：《复旦大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,相当一部分居民将理财产品代替传统的定期储蓄,然而绝大部分居民对于理财产品的相关信息和风险的认知十分匮乏。针对这样一种状况,本文研究现阶段居民对于理财产品信息和风险的认知情况。并基于社会计算研究理财产品的主要信息传播方式和传播机制,运用基于多Agent的建模和仿真方法,结合以上理论研究结果构建相应的传播模型、设计适合本次社会计算研究的主体属性和交互规则,并对理论研究中得出的影响因素设计可调节的参数,通过软件仿真模拟时的参数调节观察影响因素与结果之间的联系,找出影响理财产品信息传播的主要因素。首先对理财产品的基本信息做一个概述,并通过问卷的形式分析现阶段居民对于理财产品信息的了解情况及获得途径,并在问卷中调查居民从该途径获得信息的考虑因素。其次在对国内外理财产品相关理论研究以及信息传播研究的基础上,对人际传播和微博传播的实际数据和传播情况进行研究分析,发现由于银行工作人员的参与,以至于理财产品在传播过程中与普通信息传播存在差异。运用社会计算的方法研究通过人际关系网络传播和微博传播这两种传播途径传播理财产品信息的传播方式和传播机制。通过对基于多Agent的人际传播和网络传播模型的研究,结合以上研究结果对模型进行改进和设计以符合理财产品在这两种渠道中传播的特点。针对人际关系网络传播方式使用改进的人际关系网络传播模型来构建适用于本次研究所得的传播规律和特征的模型,针对微博传播方式使用基于Deffuant模型来构建适用于本次研究所得的传播规律和特征的模型。并基于社会计算的方法分析不同群体在传播理财产品信息时产生的不同影响,分别对这两个模型设计相应的主体属性,为不同主体设计不同的态度变化计算公式。随后对构建的模型进行软件实现,通过调节影响因素的数值来实现这两种传播途径对居民态度变化的过程,找出影响理财产品信息传播的关键因素。最后通过上述研究得出的结论,给出商业银行在理财产品的信息传播方面一些展望和建议,针对不同传播途径的不同影响因素在商业银行宣传和发布理财产品信息制定不同的策略以达到最佳的效果,节省了银行的资源又能得到最佳的传播效果。
[Abstract]:In recent years, a considerable number of residents have replaced traditional periodic savings with wealth management products. However, the vast majority of residents have very little knowledge of the information and risks related to financial products. In view of such a situation, This paper studies residents' cognition of financial product information and risk at present. Based on social calculation, this paper studies the main information dissemination mode and communication mechanism of financial management product, and uses the modeling and simulation method based on multi-#en0#. Combined with the above theoretical research results, the corresponding propagation model is constructed, and the main attributes and interaction rules suitable for this social computing study are designed, and the adjustable parameters of the influencing factors obtained from the theoretical research are designed. Through the parameter adjustment in software simulation, the relationship between the influencing factors and the results is observed, and the main factors affecting the information dissemination of financial products are found out. Firstly, the basic information of financial products is summarized. And through the form of questionnaire analysis of the current residents of financial products information and access to information, And in the questionnaire survey residents from this way to obtain information considerations. Secondly, on the basis of domestic and foreign financial products related to theoretical research and information dissemination research, By studying and analyzing the actual data and communication situation of interpersonal communication and Weibo's communication, we find that the participation of bank staff, Therefore, there is a difference between financial products and ordinary information dissemination in the process of communication. Using the method of Social Computation to study the Propagation of Financial Product Information through the two Communication ways of interpersonal Network Communication and Weibo Communication. Through the study of interpersonal and network communication models based on multiple Agent, According to the above research results, the model is improved and designed to meet the characteristics of financial products spreading in these two channels. The improved interpersonal network communication model is used to construct a suitable communication model for interpersonal network communication. The model of propagation law and characteristics obtained in this study, Aiming at Weibo's communication mode, this paper uses the Deffuant model to construct the model which is suitable for this study, and analyzes the different influence of different groups in the dissemination of wealth management product information based on the method of social calculation. The corresponding principal attributes are designed for the two models, and different calculation formulas for attitude change are designed for different agents. Then, the software implementation of the constructed model is carried out. By adjusting the value of the influencing factors to realize the process of the change of the attitude of the two communication channels to the residents, and find out the key factors that affect the information dissemination of financial management products. Finally, through the conclusions of the above research, This paper gives some prospects and suggestions on the information dissemination of financial products by commercial banks, aiming at the different influencing factors of different communication channels in commercial banks to make different strategies to publicize and publish the information of financial products in order to achieve the best results. Save the bank's resources and get the best communication results.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;G206

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