员工创意的多渠道扩散模型与促进策略研究

Research on diffusion model and promotion strategies for creative idea among employees with consideration of multiple channels

信息技术的飞速发展深刻变革了员工的沟通方式,各种线上沟通渠道开始涌现.为了探究如何利用线上线下多种渠道促进创意扩散,本文将企业中员工通过多种渠道交流创意构成的复杂系统看作一组多重网络,考虑各渠道间创意扩散的交互影响以及选择超载效应,建立多重网络视角下员工创意的多渠道扩散模型.探讨某一创意通过多种渠道在员工间持续扩散的阈值条件,并对创意通过多渠道的扩散过程进行数值仿真.研究表明:企业不应一味地为员工构建新的线上交流平台.当可使用的沟通渠道种类较多时,容易导致员工在选择渠道的过程中浪费时间和心理资源,从而阻碍创意的扩散.如果员工仅进行在线沟通,忽视线下沟通渠道的使用,也会降低扩散效率.当员工尽可能多地通过线下渠道分享创意时,才能使创意扩散的效率达到最大,扩散的范围达到最广.研究可以为企业合理利用线上线下多种渠道促进创意扩散提供决策支持.

The rapid development of information technology has profoundly changed the way of communication among employees and various online channels have begun to emerge. In order to explore how to use a variety of online and offline channels to promote the diffusion of creative idea, this paper regards the complex system composed of employees communicating the creative idea through multiple channels in an enterprise as a group of multiplex networks. A multi-channel diffusion model of creative idea with consideration of the interaction between any two channels for diffusion and choice overland from the perspective of multiplex network. Threshold conditions for persistent diffusion of a creative idea through online and offline channels are given based on the dynamic analysis of model. The diffusion process in the multiplex networks composed of multiple channels is numerically simulated. Research shows that companies should not blindly build new online communication platforms for employees. It is easy to waste time and psychological resources in the process of choosing channels and hinder the spread of creative idea when there are too many kinds of available channels. If employees communicate only through online channels and ignore offline channel, it will also reduce diffusion efficiency. Only when employees share ideas through offline channels as much as possible, the efficiency of idea diffusion will be maximized and the scope of diffusion will be widest. The research can provide decisions for companies to rationally use online and offline channels to promote creative idea diffusion.