摘要
ACP方法由人工系统(artificial system)、计算实验(computational experiment)和平行执行(parallel execution)组成,能够提供复杂系统的有效解决方案.网络营销作为电子商务系统的重要组成,由于网络消费者数量巨大、社会关系复杂,通过有效的社会网络营销系统设计,实现社会网络营销有效性的提升至关重要.鉴于此,本文采用ACP方法,结合社会网络营销特点,通过构建社会网络营销信息传播模型与Agent行为建模,实现人工系统与实际系统的连接;以实际网络消费数据与企业生命周期理论为依据,确定各组实验的参数;利用计算实验对提高社会网络营销有效性的策略予以检验.试验结果显示:在初创期、成长期、成熟期电商企业增加社会网络营销强度,能够提高消费者对信息的接受率以及营销信息影响力;进入衰退期的电商企业,营销强度的增加并不一定能够提高社会网络营销的有效性.
ACP-based approach consists of artificial system, computational experiment and parallel execu- tion three parts and it＇s effective to solve complex social problems. Social network marketing is one of the main components of E-commerce system. The number of online consumers has increased significantly and social relationships among consumers are complex, so it＇s crucial to design an effective marketing system to improve social network marketing effectiveness. In this research, considering the characters of social network marketing, an ACP-based approach has been proposed which combines the artificial system and actual system, and then, agent-based model of social network marketing information diffusion has been constructed based on actual online consumption data and corporate life-cycle theory, and the effectiveness of social network marketing has been tested by computational experiments. The result shows that the increasing of social network marketing strength can promote the accept rate and duration of impacts in start-up stage, growth stage and maturity stage, but it maybe not work in decline stage.
作者
王宗水
赵红
张罡
张健
WANG Zongshui;ZHAO Hong;ZHANG Gang;ZHANG Jian(School of Economics and Management, Beijing Information Science and Technology University, Beijing 100192, China;School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China;Beijing Key Lab of Green Development Decision Based on Big Data, Beijing 100192, China)
出处
《系统工程理论与实践》
EI
CSSCI
CSCD
北大核心
2017年第11期2897-2907,共11页
Systems Engineering-Theory & Practice
基金
国家自然科学基金(71302126)~~
关键词
复杂社会网络
社会网络营销
ACP方法
信息传播模型
计算实验
complex social network
social network marketing
ACP approach
information diffusion model
computational experiments
