本文選題：社會(huì)化商務(wù) + 社會(huì)網(wǎng)絡(luò)　； 參考：《武漢大學(xué)》2015年博士論文

【摘要】：本文主要從三個(gè)部分來系統(tǒng)地探討了在社會(huì)化商務(wù)背景下,基于用戶之間多重關(guān)系的社會(huì)網(wǎng)絡(luò)虛擬資源的形成及其商業(yè)價(jià)值和相應(yīng)的營銷策略,在具體的研究中,我們選取社會(huì)化商務(wù)性質(zhì)較強(qiáng)的交易型社區(qū)為研究對(duì)象,探討用戶在其中形成的多重關(guān)系以及這些社會(huì)化關(guān)系的商業(yè)價(jià)值并最終幫助企業(yè)探討有效的營銷策略來利用這些虛擬社會(huì)資源。本文的第一部分從社會(huì)網(wǎng)絡(luò)演化的基本動(dòng)力出發(fā),探討在不同動(dòng)機(jī)的驅(qū)動(dòng)下,社會(huì)化商務(wù)中的多重關(guān)系網(wǎng)絡(luò)的形成和演化,研究結(jié)果表明,由于交易型社區(qū)中同時(shí)存在著買家和賣家,社區(qū)中成員之間關(guān)系的構(gòu)建會(huì)受到不同機(jī)制的影響。從買家的角度來看,當(dāng)交易型社區(qū)中的買家與社區(qū)中的其他買家或賣家構(gòu)建關(guān)系時(shí),他們主要受到觀察學(xué)習(xí)和社會(huì)傳染兩種機(jī)制的影響；從賣家的角度來看,同質(zhì)性,互惠性以及結(jié)構(gòu)等價(jià)則是影響他們發(fā)出連接關(guān)注社區(qū)中的買家和賣家的主要因素。本文的第二部分通過向量自回歸模型探討了交易型社區(qū)中用戶相互之間社會(huì)網(wǎng)絡(luò)關(guān)系的形成對(duì)社區(qū)中的賣家商品交易行為的動(dòng)態(tài)關(guān)系。研究結(jié)果表明,交易型社區(qū)中的賣家在收到來自買家或賣家的關(guān)注時(shí),其銷售收入都會(huì)得到顯著的提升,而且這些積極的影響會(huì)在關(guān)系形成后的第四天達(dá)到頂峰；而相比之下,不論是買家還是賣家在關(guān)注交易型社區(qū)中的其他買家時(shí),并不會(huì)顯著地影響到社區(qū)內(nèi)的銷售收入。另外,通過脈沖響應(yīng)函數(shù),我們還可以看出不同類型關(guān)系的形成對(duì)銷售收入的長期和短期影響,我們發(fā)現(xiàn)在交易型社區(qū)中,賣家與賣家之間相互構(gòu)建關(guān)系時(shí),從長期來看會(huì)給社區(qū)的整體銷售收入帶來最強(qiáng)的影響(1.306),其長期累積的顯著影響比買家與賣家構(gòu)建的關(guān)系的長期影響(0.327)高出了近4倍；相比之下,買家與其他買家以及賣家與買家構(gòu)建的關(guān)系則并不具有顯著的影響。最后,在第三部分的研究中,我們通過基于元胞自動(dòng)機(jī)的仿真方法探討了企業(yè)如何利用交易型社區(qū)中的虛擬社會(huì)資源來設(shè)計(jì)具體的營銷策略來提升市場(chǎng)績效�；贏BMS的仿真實(shí)驗(yàn)結(jié)果表明,信息在基于社會(huì)影響機(jī)制的擴(kuò)散與基于同質(zhì)性影響的擴(kuò)散存在著顯著的差異性,并且在控制了網(wǎng)絡(luò)關(guān)系密度等因素的影響下,這種差異性仍然存在；而當(dāng)我們通過對(duì)真實(shí)網(wǎng)路關(guān)系中的關(guān)系結(jié)構(gòu)進(jìn)行隨機(jī)抽樣而使其符合真實(shí)網(wǎng)絡(luò)的結(jié)構(gòu)特性時(shí),社會(huì)影響機(jī)制與同質(zhì)性影響機(jī)制的差異性依然顯著。具體來講,同質(zhì)性影響機(jī)制能夠在病毒式營銷策略推出的早期階段迅速提升擴(kuò)散傳播的影響范圍,而隨著擴(kuò)散時(shí)間的推移,由于整個(gè)社區(qū)的發(fā)帖或回復(fù)數(shù)量有限,這也導(dǎo)致同質(zhì)性機(jī)制的影響并不能一直保持快速的增長。另一方面,社會(huì)影響機(jī)制則不受具體社區(qū)活動(dòng)的限制,因此隨著擴(kuò)散時(shí)間的增長,該機(jī)制能在更大范圍內(nèi)將特定的產(chǎn)品或服務(wù)相關(guān)信息擴(kuò)散到社區(qū)中的每一個(gè)用戶中去。該研究也針對(duì)傳播擴(kuò)散初始節(jié)點(diǎn)類型的選擇做出了相應(yīng)的分析,研究結(jié)果表明,傳統(tǒng)的按照單獨(dú)的人際網(wǎng)絡(luò)所確定的中心人物作為初始節(jié)點(diǎn)傳播的策略在交易型社區(qū)中并不是最優(yōu)的策略選擇,通過選擇處于人際網(wǎng)絡(luò)和事件歸屬網(wǎng)絡(luò)雙重網(wǎng)絡(luò)的綜合中心位置的用戶實(shí)施病毒式營銷策略時(shí),結(jié)果相對(duì)于隨機(jī)選擇的用戶對(duì)最終的傳播擴(kuò)散效果具有顯著的提升作用。最后,通過基于真實(shí)網(wǎng)絡(luò)傳播數(shù)據(jù)的生存分析,我們進(jìn)一步證明了同質(zhì)性傳播機(jī)制在交易型社區(qū)中相對(duì)于社會(huì)影響傳播機(jī)制具有更加顯著的作用。
[Abstract]:This paper systematically discusses the formation, commercial value and marketing strategy of social network virtual resources based on multiple relationships among users in the context of socialized business. In the specific study, we select the socialized business community with strong commercial nature as the research object, and discuss the user in it. The multiple relations and the commercial value of these socialized relationships finally help the enterprises to explore effective marketing strategies to use these virtual social resources. The first part of this paper, starting from the basic motive force of social network evolution, explores the formation and the formation of multiple relational networks in socialized business under the drive of different motives. Evolution, the results show that the construction of relationships among members in the community is affected by different mechanisms due to the presence of buyers and sellers in the trading community. From the buyer's point of view, when buyers in the trading community build relationships with other buyers or sellers in the community, they are mainly subject to observation learning and social transmission. From the point of view of the seller, from the point of view of the seller, homogeneity, reciprocity and structural equivalence are the main factors affecting the buyers and sellers in the community of connection and concern. The second part of this paper explores the formation of social network relationships among the users in the trading community by the vector autoregressive model to the community. The results show that the sales income of the sellers in the trading community is significantly improved when they receive the attention of the buyers or sellers, and the positive effects will peak in the fourth day after the relationship is formed; in contrast, both the buyer and the seller are in the market. Paying attention to other buyers in a trading community does not significantly affect the sales income in the community. In addition, through the impulse response function, we can see the long-term and short-term effects of the formation of different types of relationships on sales revenue. We find that in the transaction type community, the relationship between the seller and the seller is long. The period will have the strongest impact on the overall sales revenue of the community (1.306), and its long-term cumulative impact is nearly 4 times higher than the long-term impact of the relationship between buyers and sellers (0.327); by contrast, the relationship between buyers and other buyers, as well as sellers and buyers, is not significantly affected. Finally, in the third part In the study, we discuss how enterprises use virtual social resources in the trading community to design specific marketing strategies to improve market performance by using the simulation method based on cellular automata. The results of simulation experiments based on ABMS show that the diffusion of information based on social impact mechanism and the influence of homogeneity based on the social impact mechanism exist. There are significant differences, and the difference still exists under the influence of controlling the network relationship density, and the difference between the social impact mechanism and the homogeneity influence mechanism is still significant when we random sampling the relationship structure in the real network relationship to make it conform to the real network structure characteristics. Specifically, the homogeneity impact mechanism can rapidly increase the impact of diffusion on the early stage of the viral marketing strategy. With the passage of time, the number of posts or replies of the whole community is limited, which leads to the fact that the impact of homogeneity mechanism does not maintain rapid growth. The impact mechanism is not restricted by specific community activities, so with the growth of diffusion time, the mechanism can spread specific product or service related information to every user in the community in a wider range. It is not the best strategy in the transaction type community that the central character identified by the individual human network as the initial node is not the best choice in the transaction type community. The result is compared to the random selection by selecting the users who are in the integrated center position of the human network and the event home network. Finally, through the survival analysis based on the real network data, we further prove that the homogeneity transmission mechanism has a more significant role in the transaction community relative to the social impact transmission mechanism.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 馬彬;社會(huì)化標(biāo)簽系統(tǒng)中基于多維社會(huì)網(wǎng)絡(luò)的Web知識(shí)推送研究[D];華中師范大學(xué);2017年

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本文編號(hào)：2066559