复杂社会网络结构与创新抗拒关系的仿真研究

A Simulation Study of the Relationship Between the Complex Social Networks Structure and the Innovation Resistance

摘要:

本文研究了复杂社会网络结构与创新抗拒(扩散失败)的关系。通过建模与仿真的方法,选择小世界网络模型代表实际社会网络,用微观扩散模型模拟实际的创新扩散过程。仿真研究发现,在连接更加随机的社会网络中反而更容易出现创新抗拒,而且社会网络中的初始使用者人数较少时,创新也不易扩散成功。并就如何减少市场的创新抗拒给出了营销建议。

Abstract:

Research on the relationship between the complex social networks structure and the innovation resistance. Choosing the small-world network model represents the actual social networks, using micro-diffusion model to simulate the actual innovation diffusion process, Simulation study find that diffusion of innovation is more likely to fail in a random network than in a highly clustered network of consumers, and the number of initial users is very important to diffusion of innovation. This research also gives some marketing advice about how to reduce the consumers’ resistance to innovation, while launching new products.