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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。
The customer fit in the enterprise network community fully depicts the value relationship between enterprises and customers, customers and customers in the context of mobile Internet. Based on the theory of social preference, this paper uses the evolutionary game theory of complex networks to construct the evolutionary game model of customer fit in the enterprise network community based on small-world networks and scale-free networks respectively. Using MATLAB_8.3 programming, Customer fit evolution equilibrium and mechanism of simulation. The research finds that social preferences have a regular driving effect on the evolution of customer engagement in small-world and scale-free online communities, and the effect of strong social preferences is more significant. And the customer-fit evolution mechanism of the two online communities shows obvious difference. The research laid the theoretical foundation for strategy evolution and revenue analysis of user groups under the mobile Internet scenario. It also proposed strategies to create an online community with deep relationships, set up incentive systems for social preferences, and implement community-based differentiation management to promote effective customer fit management , In order to achieve multi-business platform win-win situation.