基于社交网络的农业科技信息传播博弈模型探析

Discussion on the Game Model of the Agricultural Scientific&Technological Information Spreading Based on Social Networking

实施乡村振兴战略和推进农业农村现代化,离不开农业科技成果的推广应用。“互联网+”时代,社交网络为传播手段对农业科技信息推广十分有利。博弈论为农业科技信息竞争提供理论依据,协助农业科技信息传播主体在“市场争夺战”博弈中做出决策。因此,在社交网络环境下,分析社交网络、博弈论与农业科技信息服务的关系,基于社交网络构建农业科技信息竞争策略博弈模型、分析农业科技信息博弈均衡、收益函数等,揭示影响农业科技信息的因素和农业科技信息传播各主体间的利益关系,协助传播主体、传播受体做出最佳决策,实现社交网络下的农业科技信息传播水平的提升。

The implement of the strategy of rural revitalization and the modernization of agriculture in rural areas depend on the promotion of agricultural scientific&technological fruits.In Internet era,as the means of information spreading,social networking is beneficial to promote the agricultural science&technology.As the theoretical basis for the competition for agricultural science&technology,the game theory can help the relevant researchers to make decisions in marketing promotion.Therefore,this paper aims to analyze the relationship between social networking,theory of game and information services for agricultural science&technology,analyze the game equilibrium and earnings function based on the game model of agricultural science&technological information competition strategy,reveal the facts affected by the agricultural science&technology and the interest relationship between relative researchers,make the best decisions for the transmitter and the receivers and develop the spreading effect based on the social networking.