“互联网+”环境下病毒营销信息传播机理研究

Research on the Mechanism of Viral Marketing Information Dissmination in the Environment of "Internet Plus"

【目的/意义】"互联网+"时代病毒营销面临新的机遇与挑战,如何准确了解新环境下病毒营销信息传播特性及演化机理十分重要。【方法/过程】本文结合传播动力学模型,构建互联网+环境下病毒营销信息传播模型,探究新环境下影响营销信息传播的主要因素、传播特点及阈值。【结果/结论】实验结果表明,本文提出的改进模型可以有效的模拟新环境下病毒营销信息传播活动,其中在一定条件下市场规模、信息吸引力等因素的增加对病毒营销活动有促进作用,而用户的信息免疫率、隔离率等因素则呈现抑制效果;营销策略方面多策略组合较单一策略会在某种程度上提高营销活动的有效性。

[Purpose/significance]Viral marketing is facing new opportunities and challenges in the ＂Internet plus＂ era.h is very important that how to accurately understand the new environment of viral marketing information dissemination characteristics and evolution mechanism. [Method/process] In this paper,with the combination of transmission dynamic model,a model of viral marketing information dissemination under the environment of ＂Internet plus＂ is constructed to explore the main factors,the characteristics of dissemination and thresholds that affect the dissemination of marketing information in the new environment. [Result/conclusion] The experimental results show that the impoved model can effectively simulate the process of the viral marketing information dissemination.The size of the market information and other factors to increase the activity of the attraction of viral marketing have stimulative effect under the experimental conditions, but the rate of user information immune factors, isolated rate showed inhibitory effect;Compared to a single strategy,multi-strategy marketing strategy will improve the effectiveness of marketing activities to some extent.