【摘要】：Web2.0技術(shù)的不斷完善,助推了移動互聯(lián)網(wǎng)的發(fā)展,各種類型的在線社交網(wǎng)絡(luò)出現(xiàn),改變著人們的傳統(tǒng)生活方式,人們越來越熱衷于使用在線社交網(wǎng)絡(luò)平臺進(jìn)行信息發(fā)布和交流互動,社交網(wǎng)絡(luò)平臺因此成為企業(yè)營銷推廣、信息監(jiān)管的重要渠道。移動互聯(lián)網(wǎng)時代,社交網(wǎng)絡(luò)中影響最大化問題的研究對于網(wǎng)絡(luò)營銷、輿論引導(dǎo)、信息監(jiān)管等具有重要意義�，F(xiàn)實(shí)生活中,營銷學(xué)在商品經(jīng)濟(jì)和企業(yè)經(jīng)營哲學(xué)中有著舉足輕重的作用,如何將商品更大化地推銷出去以取得最大化的經(jīng)濟(jì)利潤對于一個企業(yè)甚至個人至關(guān)重要。影響最大化問題的提出源于市場營銷,在市場營銷中,某企業(yè)為宣傳推銷某一新產(chǎn)品,如何有效利用有限的成本選擇具有影響力的用戶進(jìn)行產(chǎn)品推廣,通過“病毒式營銷”(viral marketing)以及“口碑效應(yīng)”(word-of-mouth)等方式實(shí)現(xiàn)產(chǎn)品銷售利潤最大化的營銷推廣目標(biāo),為重要的研究內(nèi)容。在信息傳播方面,傳染病傳播SIR等模型為早期經(jīng)典的傳播模型,之后,Richardson和Domingos等人提出了影響最大化問題。在各種影響模型中,被廣泛研究的為線性閾值模型(Linear threshold model)和獨(dú)立級聯(lián)模型(Independent cascade model),現(xiàn)有的大部分研究是基于這兩個模型的擴(kuò)展,且基于單一信息在影響建模中的算法效率和影響范圍研究較多,關(guān)于多信息的競爭傳播影響機(jī)制方面的研究比較少。本文在社交網(wǎng)絡(luò)多信息競爭傳播背景下,進(jìn)行節(jié)點(diǎn)影響力研究,提出了改進(jìn)的權(quán)重占比閾值模型,并將多信息競爭具體化為多產(chǎn)品在社交網(wǎng)絡(luò)中的影響傳播,首次就社交網(wǎng)絡(luò)中產(chǎn)品營銷影響提出了引入成本控制機(jī)制的產(chǎn)品競爭博弈平衡影響最大化算法。本文的研究內(nèi)容主要包括:1.針對帶權(quán)重社交網(wǎng)絡(luò)重點(diǎn)研究線性閾值模型。在社交網(wǎng)絡(luò)信息競爭傳播背景下,基于線性閾值模型,提出改進(jìn)的權(quán)重占比競爭線性閾值模型,并對傳統(tǒng)度中心性節(jié)點(diǎn)影響力評估方法進(jìn)行改進(jìn),提出了一種新的節(jié)點(diǎn)有效影響力的評估方法,該方法適用于帶權(quán)重的社交網(wǎng)絡(luò);2.結(jié)合實(shí)際市場營銷情景,引入成本控制機(jī)制,模擬以最大化自身利潤而非打敗對手為目的的兩種產(chǎn)品競爭博弈平衡影響情景,提出引入成本控制機(jī)制的競爭博弈平衡影響算法;3.基于SIR模型,對節(jié)點(diǎn)有效影響力評估方法進(jìn)行對比分析,驗(yàn)證了基于節(jié)點(diǎn)度中心性改進(jìn)的節(jié)點(diǎn)有效影響力評估方法的有效性。通過實(shí)驗(yàn)?zāi)M小世界模型,實(shí)現(xiàn)競爭博弈均衡過程仿真,驗(yàn)證了問題模型和算法的合理性,為社交網(wǎng)絡(luò)中產(chǎn)品營銷影響傳播算法設(shè)計(jì)提出了新的思路,具有重要的實(shí)際意義。
[Abstract]:With the continuous improvement of Web2.0 technology, the development of mobile Internet has been promoted, and various types of online social networks have emerged, which have changed people's traditional way of life. People are more and more keen to use online social network platform to publish and exchange information, so social network platform has become an important channel of marketing promotion and information supervision. In the era of mobile Internet, the study of the influence maximization in social network is of great significance to network marketing, public opinion guidance, information supervision and so on. In real life, marketing plays an important role in the commodity economy and business philosophy. It is very important for an enterprise or even an individual to sell the goods more widely in order to obtain the maximum economic profit. The problem of maximization of impact comes from marketing. In marketing, an enterprise how to effectively use limited cost to select influential users to promote a new product in order to promote a new product. Through "virus marketing" (viral marketing) and "word of mouth effect" (word-of-mouth) and other ways to achieve product sales profit maximization marketing promotion goal, as an important research content. In the aspect of information transmission, the SIR model of infectious disease transmission is a classical transmission model in the early stage. After that, Richardson and Domingos et al put forward the problem of maximizing the influence. Among all kinds of influence models, most of the existing researches on linear threshold model (Linear threshold model) and independent cascade model (Independent cascade model),) are based on the extension of these two models. There are more researches on the algorithm efficiency and influence range based on single information in impact modeling, but there are few researches on the mechanism of multi-information competition propagation. In this paper, under the background of multi-information competition in social networks, the influence of nodes is studied, and an improved weight ratio threshold model is proposed, and the multi-information competition is concretely translated into the influence propagation of multi-products in social networks. For the first time, an algorithm for maximizing the equilibrium effect of product competition game with cost control mechanism is proposed for product marketing in social networks. The main contents of this paper are as follows: 1. This paper focuses on the linear threshold model for weighted social networks. Based on the linear threshold model, an improved weighted proportion competition linear threshold model is proposed under the background of social network information competition, and the traditional method of evaluating the influence of the degree central node is improved. A new method for evaluating the effective influence of nodes is proposed, which is suitable for social networks with weights. 2. Combined with the actual marketing situation, the cost control mechanism is introduced to simulate the two product competition game equilibrium influence scenarios which aim at maximizing their own profits rather than defeating their rivals, and a competitive game balance influence algorithm with cost control mechanism is put forward. 3. Based on the SIR model, the evaluation method of node effective influence is compared and analyzed, and the effectiveness of the method based on node degree centrality improvement is verified. Through the simulation of small-world model, the simulation of competitive game equilibrium process is realized, which verifies the rationality of the problem model and algorithm, and puts forward a new idea for the design of product marketing influence propagation algorithm in social network, which has important practical significance.
【學(xué)位授予單位】：北京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TP393.09

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本文編號：2404791