企业营销网络的有效性与稳定性分析

The Effectiveness and Stability Analysis of Enterprise Marketing Network

实际的企业营销网络往往有着巨大而且复杂的网络结构,这种结构影响甚至支配着企业营销网络的运作.在经典经济研究思想的基础上,吸收复杂网络的有关概念和研究方法,提出企业营销网络的稳定性和有效性的定义,依据效用理论建立企业营销网络内生形成模型,分析有效和稳定的企业营销网络具有的特征.并通过算列进行说明.研究结论可为企业建设与管理营销网络提供理论指导.

The real enterprise marketing networks has a huge and complex networks structure, which affect the operation of the enterprise marketing networks. Based on classical economic thinking and absorption of the complex networks of concepts and research methods, this paper proposed definition which stability and effectiveness of corporate marketing networks, and establishment of the enterprise networks marketing model based on utility theory. At last, analyzed the characteristics of effective and stable marketing networks. And through the calculation to explain. The research conclusions can provide theoretical guidance for the enterprise construction and management of marketing network.