社交网络中新产品推广策略两阶段博弈演化分析

Evolutionary analysis of the new products promotion strategy in social networks based on two-stage game model

社交网络中新产品的宣传价值不确定且与大众感知价值存在偏差,为探究社交网络中新产品推广策略的演化机理,基于演化博弈及复杂网络博弈理论,依次构建了推广商与高影响力用户(大V)、普通网民之间的两阶段博弈模型,分析不同收益条件下推广商与大V的策略演化及网络参数、收益参数对普通网民策略选择的影响.研究表明,相较于推广商,大V的策略受收益条件的影响更大;推广商对声誉的重视程度、大V审查时的成本与心理收益是实现最优策略组合的关键;大众感知新产品价值与宣传价值的偏差决定了网民策略的演化方向,当偏差较小时,网民推广策略的演化深度与推广网络规模、网民粉丝数成正相关,而演化速度与两者成负相关,且存在最优的网络聚集系数使策略的演化深度最大.

Uncertainty of product advertising value and deviation among public perceived value exist in the process of new products promotion in social networks.In order to explore the evolutionary mechanism of new products promotion strategy in social networks,based on the evolutionary game and complex network game theory,this paper constructs a two-stage game model:between products promoter and influencer,and among netizens,to explore the promotion strategies evolution of promoters and influencers under different conditions and to analyze the effect of network structure parameters on the promotion strategies of netizens.The results indicate:Influencer’s strategy is more likely to be affected by income conditions than the promoter’s;The importance promoters give to reputation,the cost of inspection and psychological benefits when the influencer examines the new products are the key factors to achieve the optimal strategy combination;The deviation of public perceived value of new products from the advocated value determines the ultimate evolution direction of netizens’strategies.When new products are good,the evolutionary depth of netizens’promotion strategy is positively correlated with network scale and netizens’influence,with the evolution speed negatively correlated with network scale and netizens’influence.