社交网络情景下新产品扩散的两阶段模型——微信与微博的对比研究

Two Stage Model of New Product Diffusion in Social Networks——A Comparative Study of WeChat and Microblog

基于复杂网络扩散动力学构建了社交网络情景下的新产品扩散的两阶段模型,并实证分析了微信和微博用户网络的差异化特征,最后通过多主体仿真实验发现,在产品意识的形成阶段异质性程度高的网络扩散效果显著优于异质性程度低的网络;而在购买决策转换阶段异质性较低的网络扩散效果优于异质性程度高的网络。这一结论为商家制定营销策略提供了信息支持。

This paper has constructed a two - stage diffusion model based on complex network dynamics in the context of so- cial networks, analyzes the differentiation features of WeChat and Microblog, and at last uses Netlogo platform for a simula- tion experiment, which shows that, in the product awareness forming stage, the diffusion in scale - free network with a high degree of heterogeneity is much better than that with a low degree of heterogeneity, but in the purchase and decision - mak- ing stage, the diffusion with a low degree of heterogeneity is much better than that with a high degree of heterogeneity. The conclusion provides information support for merchants＇ marketing strategy.