科研管理

科研管理 ›› 2017, Vol. 38 ›› Issue (9): 150-160.

• 论文 • 上一篇    下一篇

基于社会偏好的网络社群中顾客契合演化研究

宁连举1,刘茜1,2,张普宁1   

  1. 1北京邮电大学经济管理学院，北京100876；
    2河南科技学院经济与管理学院，河南 新乡453003
  • 收稿日期:2017-01-14 修回日期:2017-06-26 出版日期:2017-09-20 发布日期:2017-09-15
  • 通讯作者: 刘茜
  • 基金资助:

    基金项目：国家自然科学基金面上项目（71271032）。

A study of the customer engagement evolution in the network communities based on social preferences

Ning Lianju1， Liu Qian 1,2， Zhang Puning1   

  1. 1. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876， China;
    2. School of Economics and Management, Henan Institute of Science and Technology, Xinxiang 453003, Henan, China
  • Received:2017-01-14 Revised:2017-06-26 Online:2017-09-20 Published:2017-09-15

摘要： 企业网络社群中的顾客契合全面刻画了移动互联网情境下企业与顾客、顾客与顾客间持续性互动、互惠的价值关系。研究以社会偏好理论为基础，采用复杂网络演化博弈的方法，基于小世界网络和无标度网络分别构建企业网络社群中顾客契合的演化博弈模型，并使用MATLAB_8.3编程对网络社群中顾客契合演化均衡及机制进行模拟仿真。研究发现社会偏好对小世界和无标度网络社群中的顾客契合演化都存在规律性驱动作用,强社会偏好的效果更为显著，且两种网络社群中的顾客契合演化机制表现出明显差异性。研究为移动互联网情景下用户群体策略演化及收益分析奠定理论基础，并提出打造深度关系的网络社群、建立社会偏好的激励体系、实施社群的差异化管理等推进有效顾客契合管理的策略建议，从而实现企业平台的多方利益共赢。

关键词: 顾客契合, 网络社群, 社会偏好, 演化博弈

Abstract: Customer engagement in the enterprise network communities depicts the durative value relationship of interaction and reciprocity among customers and between customers and enterprise in the mobile internet comprehensively. The study has built evolutionary game model of customer engagement in the enterprise network community for both the small-world networks and the scale-free networks respectively based on the theory of social preferences by the method of evolutionary game in complex networks, and applied the MATLAB_8.3 to simulating the driving mechanism of customer engagement. The study has found that social preferences played an important role in the evolution of customer engagement for both small-world networks and scale-free networks, stronger social preferences had more obvious impacts, and the evolution of customer engagement showed significant difference in two networks. The study has established the theoretical foundation for the evolution of user group policy and the income analysis in the mobile internet, furthermore putted forward the management policy suggestions of effective customer engagement management, such as build network community with deep relationship, set up the incentive system of social preferences, implement differentiated management of community and so on, to achieve the multi-stakeholder win-win situation within the enterprise platform.

Key words: customer engagement, network community, social preference, evolutionary game