基于ACP方法的复杂社会网络营销系统研究

发布时间：2018-03-31 15:25

本文选题：复杂社会网络　切入点：社会网络营销　出处：《系统工程理论与实践》2017年11期

【摘要】：ACP方法由人工系统(artificial system)、计算实验(computational experiment)和平行执行(parallel execution)组成,能够提供复杂系统的有效解决方案.网络营销作为电子商务系统的重要组成,由于网络消费者数量巨大、社会关系复杂,通过有效的社会网络营销系统设计,实现社会网络营销有效性的提升至关重要.鉴于此,本文采用ACP方法,结合社会网络营销特点,通过构建社会网络营销信息传播模型与Agent行为建模,实现人工系统与实际系统的连接;以实际网络消费数据与企业生命周期理论为依据,确定各组实验的参数;利用计算实验对提高社会网络营销有效性的策略予以检验.试验结果显示:在初创期、成长期、成熟期电商企业增加社会网络营销强度,能够提高消费者对信息的接受率以及营销信息影响力;进入衰退期的电商企业,营销强度的增加并不一定能够提高社会网络营销的有效性.
[Abstract]:The ACP method is composed of artificial system, computational experiment and parallel parallel execution, which can provide effective solutions for complex systems.As an important component of electronic commerce system, because of the huge number of network consumers and complex social relations, it is very important to improve the effectiveness of social network marketing through the effective design of social network marketing system.In view of this, this paper adopts ACP method, combining the characteristics of social network marketing, through the construction of social network marketing information dissemination model and Agent behavior model, realize the connection between artificial system and actual system;Based on the actual network consumption data and enterprise life cycle theory, the parameters of each group of experiments are determined, and the strategies to improve the effectiveness of social network marketing are tested by computational experiments.The results show that in the initial, growing and mature period, the e-commerce enterprises can increase the social network marketing intensity, increase the consumer's acceptance rate of information and influence of marketing information, and enter the recession period of e-commerce enterprises.The increase of marketing intensity does not necessarily improve the effectiveness of social network marketing.
【作者单位】：北京信息科技大学经济管理学院;绿色发展大数据决策北京市重点实验室;中国科学院大学经济与管理学院;
【基金】：国家自然科学基金(71302126)~~
【分类号】：C912.3;F274

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