基于社会偏好的网络社群中顾客契合演化研究

发布时间：2018-03-23 09:55

本文选题：顾客契合　切入点：网络社群　出处：《科研管理》2017年09期

【摘要】：企业网络社群中的顾客契合全面刻画了移动互联网情境下企业与顾客、顾客与顾客间持续性互动、互惠的价值关系。研究以社会偏好理论为基础,采用复杂网络演化博弈的方法,基于小世界网络和无标度网络分别构建企业网络社群中顾客契合的演化博弈模型,并使用MATLAB_8.3编程对网络社群中顾客契合演化均衡及机制进行模拟仿真。研究发现社会偏好对小世界和无标度网络社群中的顾客契合演化都存在规律性驱动作用,强社会偏好的效果更为显著,且两种网络社群中的顾客契合演化机制表现出明显差异性。研究为移动互联网情景下用户群体策略演化及收益分析奠定理论基础,并提出打造深度关系的网络社群、建立社会偏好的激励体系、实施社群的差异化管理等推进有效顾客契合管理的策略建议,从而实现企业平台的多方利益共赢。
[Abstract]:The customer fit in the enterprise network community comprehensively depicts the value relationship between enterprise and customer, between customer and customer, between customer and customer in the context of mobile Internet. The research is based on the theory of social preference. Based on small world network and scale-free network, the evolutionary game model of customer fit in enterprise network community is constructed by using the method of complex network evolutionary game. Using MATLAB_8.3 programming to simulate the evolution equilibrium and mechanism of customer fit in network community, it is found that social preference has a regular driving effect on the evolution of customer fit in small world and scale-free network community. The effect of strong social preference is more significant, and the evolution mechanism of customer fit in two kinds of network communities shows obvious difference. The research lays a theoretical foundation for the evolution of user group strategy and income analysis in mobile Internet scenarios. It also puts forward some suggestions to promote effective customer fit management, such as creating a deep relationship network community, establishing a social preference incentive system, and implementing community differentiation management, so as to achieve a win-win situation in the enterprise platform.
【作者单位】：北京邮电大学经济管理学院;河南科技学院经济与管理学院;
【基金】：国家自然科学基金面上项目(71271032)
【分类号】：F274

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