本文選題：理財產(chǎn)品　切入點：社會計算　出處：《復(fù)旦大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,相當(dāng)一部分居民將理財產(chǎn)品代替?zhèn)鹘y(tǒng)的定期儲蓄,然而絕大部分居民對于理財產(chǎn)品的相關(guān)信息和風(fēng)險的認(rèn)知十分匱乏。針對這樣一種狀況,本文研究現(xiàn)階段居民對于理財產(chǎn)品信息和風(fēng)險的認(rèn)知情況。并基于社會計算研究理財產(chǎn)品的主要信息傳播方式和傳播機制,運用基于多Agent的建模和仿真方法,結(jié)合以上理論研究結(jié)果構(gòu)建相應(yīng)的傳播模型、設(shè)計適合本次社會計算研究的主體屬性和交互規(guī)則,并對理論研究中得出的影響因素設(shè)計可調(diào)節(jié)的參數(shù),通過軟件仿真模擬時的參數(shù)調(diào)節(jié)觀察影響因素與結(jié)果之間的聯(lián)系,找出影響理財產(chǎn)品信息傳播的主要因素。首先對理財產(chǎn)品的基本信息做一個概述,并通過問卷的形式分析現(xiàn)階段居民對于理財產(chǎn)品信息的了解情況及獲得途徑,并在問卷中調(diào)查居民從該途徑獲得信息的考慮因素。其次在對國內(nèi)外理財產(chǎn)品相關(guān)理論研究以及信息傳播研究的基礎(chǔ)上,對人際傳播和微博傳播的實際數(shù)據(jù)和傳播情況進行研究分析,發(fā)現(xiàn)由于銀行工作人員的參與,以至于理財產(chǎn)品在傳播過程中與普通信息傳播存在差異。運用社會計算的方法研究通過人際關(guān)系網(wǎng)絡(luò)傳播和微博傳播這兩種傳播途徑傳播理財產(chǎn)品信息的傳播方式和傳播機制。通過對基于多Agent的人際傳播和網(wǎng)絡(luò)傳播模型的研究,結(jié)合以上研究結(jié)果對模型進行改進和設(shè)計以符合理財產(chǎn)品在這兩種渠道中傳播的特點。針對人際關(guān)系網(wǎng)絡(luò)傳播方式使用改進的人際關(guān)系網(wǎng)絡(luò)傳播模型來構(gòu)建適用于本次研究所得的傳播規(guī)律和特征的模型,針對微博傳播方式使用基于Deffuant模型來構(gòu)建適用于本次研究所得的傳播規(guī)律和特征的模型。并基于社會計算的方法分析不同群體在傳播理財產(chǎn)品信息時產(chǎn)生的不同影響,分別對這兩個模型設(shè)計相應(yīng)的主體屬性,為不同主體設(shè)計不同的態(tài)度變化計算公式。隨后對構(gòu)建的模型進行軟件實現(xiàn),通過調(diào)節(jié)影響因素的數(shù)值來實現(xiàn)這兩種傳播途徑對居民態(tài)度變化的過程,找出影響理財產(chǎn)品信息傳播的關(guān)鍵因素。最后通過上述研究得出的結(jié)論,給出商業(yè)銀行在理財產(chǎn)品的信息傳播方面一些展望和建議,針對不同傳播途徑的不同影響因素在商業(yè)銀行宣傳和發(fā)布理財產(chǎn)品信息制定不同的策略以達(dá)到最佳的效果,節(jié)省了銀行的資源又能得到最佳的傳播效果。
[Abstract]:In recent years, a considerable number of residents have replaced traditional periodic savings with wealth management products. However, the vast majority of residents have very little knowledge of the information and risks related to financial products. In view of such a situation, This paper studies residents' cognition of financial product information and risk at present. Based on social calculation, this paper studies the main information dissemination mode and communication mechanism of financial management product, and uses the modeling and simulation method based on multi-#en0#. Combined with the above theoretical research results, the corresponding propagation model is constructed, and the main attributes and interaction rules suitable for this social computing study are designed, and the adjustable parameters of the influencing factors obtained from the theoretical research are designed. Through the parameter adjustment in software simulation, the relationship between the influencing factors and the results is observed, and the main factors affecting the information dissemination of financial products are found out. Firstly, the basic information of financial products is summarized. And through the form of questionnaire analysis of the current residents of financial products information and access to information, And in the questionnaire survey residents from this way to obtain information considerations. Secondly, on the basis of domestic and foreign financial products related to theoretical research and information dissemination research, By studying and analyzing the actual data and communication situation of interpersonal communication and Weibo's communication, we find that the participation of bank staff, Therefore, there is a difference between financial products and ordinary information dissemination in the process of communication. Using the method of Social Computation to study the Propagation of Financial Product Information through the two Communication ways of interpersonal Network Communication and Weibo Communication. Through the study of interpersonal and network communication models based on multiple Agent, According to the above research results, the model is improved and designed to meet the characteristics of financial products spreading in these two channels. The improved interpersonal network communication model is used to construct a suitable communication model for interpersonal network communication. The model of propagation law and characteristics obtained in this study, Aiming at Weibo's communication mode, this paper uses the Deffuant model to construct the model which is suitable for this study, and analyzes the different influence of different groups in the dissemination of wealth management product information based on the method of social calculation. The corresponding principal attributes are designed for the two models, and different calculation formulas for attitude change are designed for different agents. Then, the software implementation of the constructed model is carried out. By adjusting the value of the influencing factors to realize the process of the change of the attitude of the two communication channels to the residents, and find out the key factors that affect the information dissemination of financial management products. Finally, through the conclusions of the above research, This paper gives some prospects and suggestions on the information dissemination of financial products by commercial banks, aiming at the different influencing factors of different communication channels in commercial banks to make different strategies to publicize and publish the information of financial products in order to achieve the best results. Save the bank's resources and get the best communication results.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2;G206

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本文編號：1622843