多期播种策略对广告信息扩散的影响——企业最优播种策略的研究

The Impact of Multi-Stage Seeding Strategies on Advertising Information Diffusion

随着Web2．0和信息技术的发展，社交网络改变了人们的社会互动和信息传播方式。因而，越来越多的企业开始关注网络平台的结构和互动行为对它们广告信息传播情况的影响及其内在的影响机制。企业采取怎样的播种策略（Seeding Strategy），即如何影响初始消费者群的策略，对病毒式营销活动的成功有显著的影响。采用基于Agent模型（Agent—Based Modeling Simulation，ABMS或ABM），本文探讨了企业不同时期选择不同的播种策略对信息扩散的影响，并给出了企业如何优化广告信息扩散的规范性策略，为企业如何选取种子用户提供了初步指导。具体地，采取多期播种策略产生的扩散要优于单期策略；后续采用网络中心的策略比采取网络桥梁的策略带来的扩散率更大。

As the development of Web 2.0 and Information Technology, social networking sites are changing the ways of people＇s communication and information propagation. Therefore, more and more companies begin to focus on the impact of the structure of the social network and social interaction on their information diffusion, as well as the influence mechanisms. In this key step, seeding strategy, which represents selecting the most influential nodes, is a cornerstone of viral marketing. By using Agent-Based Modeling Simulation （ABMS/ABM）, the paper discusses the impact of seeding strategies in different stages on information diffusion, and provides normative strategies on maximizing advertising awareness and choosing seeds. Specifically, the performances getting multi-stage seeding strategies are significantly better than single-stage seeding strategies; the comparisons among different multi-stage seeding strategies support that those strategies seeding on hubs later on are better than others.