摘要
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,考察复杂社会网络结构与创新抗拒(扩散失败)之间的关系。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营销建议。
The paper carries out the research on the relationship between the complex social networks structure and the in- novation resistance, chooses the small - world network model representing the actual social networks, and uses micro - dif- fusion model to simulate the actual innovation diffusion process. Simulation study finds 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 the diffusion of innovation. This research also gives some marketing advice about how to reduce the consumers ＇ resistance to innovation, while launching new products.
出处
《科技管理研究》
CSSCI
北大核心
2015年第19期6-12,共7页
Science and Technology Management Research
基金
国家自然科学基金项目"基于复杂社会网络的中国企业新产品扩散风险理论与实践"(71172087)
关键词
复杂社会网络
网络结构
新产品扩散
创新抗拒
仿真研究
complex social networks
new product diffusion
network structure
innovation resistance
simulation study
