摘要
考虑消费者社交网络的动态性和异质性,利用复杂网络和微分方程的相关理论,建立了不考虑广告或价格策略、考虑广告策略和同时考虑广告和价格策略的产品扩散模型,分析了垄断厂商产品持续扩散的阈值条件.研究表明:不考虑广告或价格策略时,产品持续扩散的阈值条件与网络特性和动态性有关.厂商实施广告和撇脂定价策略时,产品持续扩散与价格约束条件有关,该条件与网络的特性无关.其他策略情形下,若潜在消费者中存在创新者,产品将始终持续扩散.
Considering the dynamics and the heterogeneity of consumer social networks,this paper establishes models to study the threshold of persistent diffusion of the monopolist’s product by using the theories of the complex network and differential equation.Three strategies are studied in the paper,including strategies without considering advertising or pricing,with consideration of advertising and with consideration of both advertising and pricing.The results show that,without considering advertising or pricing strategies,the threshold of persistent diffusion of the product depends on the properties and the dynamics of consumer social networks.When the company implements advertising and skimming pricing strategies,the product can persistently diffuse,which is related to the constraint condition of the price.The condition is unrelated to the properties of networks.In the remaining strategy situations,the product can persistently diffuse if there exist innovators.
作者
黄琦炜
张玉林
Huang Qiwei;Zhang Yulin(School of Economics and Management,Southeast University,Nanjing 211189,China)
出处
《系统工程学报》
CSCD
北大核心
2019年第4期433-444,共12页
Journal of Systems Engineering
基金
国家自然科学基金资助项目(71671036
71171046)
江苏省普通高校研究生科研创新计划资助项目(CXLX13–125)
关键词
复杂网络
消费者社交网络
产品扩散
营销策略
complex networks
consumer social networks
product diffusion
marketing strategy
