社会网络下战略性新兴产业产品扩散研究

Study on Strategic Emerging Industries' Product Diffusion under Social Network

战略新兴产业代表着当今世界科学技术发展的前沿和方向,研究战略性新兴产业产品扩散及消费者演变情况,有助于企业制定营销策略。从影响消费者产品购买的自身因素(偏好、价值)和外部因素(消费者之间相互影响、广告作用)出发,构建了一个社会关系网络,研究在社会关系网络中,这些因素在产品扩散过程中是如何影响消费者购买决策的。通过模拟仿真发现:消费者之间的产品推荐影响、广告作用以及消费者偏好,均影响着产品在消费者群体中的扩散程度和市场达到饱和稳态的时间。

Today, in the word, strategic emerging industries represent the forefront of scientific and technological. Study strategic emerging industries＇ product diffusion and consumer evolution can help companies make marketing strategies. The research considers consumers own factors （preference and values） and external factors （interaction between consumers and the role of advertising）. So a social network was built to research these factors of how to influence consumer purchasing decisions in the product diffusion process. By simulation, it is found that products recommended among consumers and the role of advertising and consumers＇ preferences all affect products＇ diffusion degree in the consumer groups and the time market reached saturation.