基于社交网络效应的产品设计研究

Product design with social network effects

在线社交平台积累了海量的用户产生内容,基于这些内容信息,结合社交平台的特征,探讨了其对产品设计的影响。首先,获取知乎平台用户对某手机产品的自发讨论内容,从中提取用户对产品的关注属性并建立产品属性模型。在数据分析基础上,构建并再现用户的社交网络关系,并刻画社交效应对消费者行为的影响。进而,采用多智能体建模方法求解企业产品设计方案,以实现产品市场份额最大化。通过多智能体仿真模型,分析了社交网络对产品设计问题的影响,并进一步对消费者关注的产品属性数量、属性的可选值数量进行情景分析。最终,为企业制定新产品设计或产品升级决策提供管理启示。

The impact of User-Generated Contents(UGC)and social network on firms'product design decisions was researched.Based on Zhihu knowledge-sharing platform in China,UGCs under the discussion topic of“iPhone”was collected,consumer preferences were extracted and a real-data based product attribute model was established.On the basis of data analysis,a social relationship network of the platform users under the propagation of the discussed topic was constructed,and the consumers'utility into individual perception and the social contagion was characterized.We further A multi-agent methodology was developed to find the optimal product design decisions with the objective to maximize the market share of the product.The simulation model showed that the existence of social network effect could effectively influence the product design decisions.The scenario analysis with respect to the varied number of user-concerned attributes was conducted,and the number of levels for specified attributes was varied.Our results generated rich managerial insights for firms'product design Share-of-Choices(SoC)problem.