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