企业营销网络上的传播动力学特性

Transmission dynamics feature of enterprise marketing networks

为了理解和解释企业营销网络上的传播机制,针对企业营销网络上的传播行为和网络拓扑结构特点,在SIR模型基础上,引入节点传播率指数和边权指数,建立企业营销网络上传播动力学模型,解析推导了企业营销网络上的传播临界值,并进行仿真分析。仿真结果表明,节点传播率指数和边权指数越大,传播临界值越小,越利于产品及产品相关信息的传播。最后,从减小传播临界值和提高实际传播率两个方面对企业营销提出了几点建议。

In order to understand and explain the transmission mechanism, based on propagation behavior and topology structure characteristics of enterprise marketing network and Susceptible-Infected-Removed （SIR） model, the paper introduced the indexes of node transmission rate and edge weight, and then established transmission dynamics model of enterprise marketing network. The enterprise marketing network epidemic threshold was analyzed and simulated. The results indicate that the bigger the indexes of node transmission rate and the edge weight are, the smaller the propagation threshold is, which is more helpful for product and product information transmission. Finally, the authors put forward a few suggestions from the perspectives of reducing the spread of critical value and improving actual propagation rate.