应用元胞自动机对企业微博营销行为的研究-资料分享下载-无忧分享网

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摘要

随着微博作为一种最新的互联网信息传播平台和应用模式的发展，许多企业

看到微博用户可以成为潜在消费者这个极大的商机，相继开通了企业微博账号，

开始了微博营销。企业微博营销的根本就是如何在微博平台上将产品信息进行有

效的传递，如何让微博用户变成产品使用的客户。为了指导企业的微博营销行为，

论文创新地采用了复杂系统的建模工具——元胞自动机来建立微博信息传播的模

型。元胞自动机是由大量简单的空间离散、时间离散、状态离散的具有局部相互

作用的元胞构成的系统模型。微博信息的传播随着时间呈现出在空间中的不断扩

散，正好符合元胞自动机的这几个特点。因此，本文主要从定性和定量的方面来

建立基于元胞自动机的微博网络信息传播模型。

由于产品信息会在网络上的微博用户间进行口碑式和病毒式的传播，所以企

业在进行营销时可以充分考虑到如何利用微博上信息传播的特征对产品进行有效

宣传和推广。论文针对微博网络上的营销问题，在复杂网络理论的基础上，对微

博网络中的信息传播行为进行理论建模和数值仿真研究，对于所得出的数值模拟

结果进行了分析与解释，这些结果可以让企业更深刻地理解发生在微博网络中的

传播行为和微观机理，并能在宏观层面上更好的指导企业的微博营销行为。

论文基于微博用户构建了微博网络，创新的把元胞自动机进行适当改造，并

且把改造后的多态元胞自动机应用到微博网络，建立基于元胞自动机的微博网络

信息传播模型。针对该模型，利用 Matlab 软件对微博网络上微博营销信息传播行

为进行模拟研究，采用定量的方法来改变影响传播效果的一些参数数值，得到结

果，分析产生这些结果的现实意义，给出合理解释。

论文针对模拟结果，提出企业微博营销过程中应该采取的对策措施，给出实

际性的建议和启示。

关键词：微博营销微博网络信息传播元胞自动机计算机模拟

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ABSTRACT

With the development of the microblogging as a latest information dissemination

platform and application mode,many companies see the microblogging users can

become great opportunities of potential consumers, enterprise microblogging accounts

have been opened, and began the microblogging marketing. Enterprise microblogging

marketing is how to deliver the product information effectively on the microblogging

platform, how to make the microblogging users into customers. In order to guide the

enterprise microblogging marketing behavior, the paper innovatively use complex

system modeling tools - -cellular automata to establish the microblogging information

dissemination model. Cellular automaton is made up of a large number of simple space

discrete, time discrete and state discrete cellular model of a system with local interaction.

The microblogging information dissemination over time, showing continued to spread

in the space fits several features of cellular automata. Therefore, this paper is mainly to

establish qualitative and quantitative aspects the microblogging information

dissemination model based on cellular automata.

Reputation and viruses spread of product information between the microblogging users

on the network, so enterprises in marketing can fully take into account how

microblogging on the dissemination of information to the characteristics of effective

publicity and product promotion. The paper focuses on microblogging network

marketing, on the basis of the theory of complex networks, information dissemination

behavior on the the microblogging network in the theoretical modeling and numerical

simulation studies for the the derived numerical simulation results of the analysis and

interpretation of these results can allow enterprises to gain a deeper understanding of the

propagation behavior and the microscopic mechanism microblogging network, and at

the macro level to better guide the enterprise microblogging marketing behavior.

The paper based on the microblogging users to build a microblogging network, the

innovative cellular automata appropriate transformation, and after the transformation of

polymorphic cellular automata applied to the microblogging network, establish the

microblogging network information based on cellular automatapropagation model. For

the model, using Matlab software to simulate the behavior of the network of

microblogging microblogging marketing information dissemination to change some

parameter values affect the dissemination of results, the use of quantitative methods,

results, analysis of the practical significance of these results is given reasonable

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explanation.

The paper focuses on the simulation results, the measures proposed the microblogging

marketing process should be taken to give practical advice and inspiration.

Key Words：Microblogging marketing, Microblogging network,

Information dissemination,Cellular Automata,Computer simulation

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摘要

ABSTRACT

第一章绪论........................................................1

1.1 论文研究背景及意义...........................................1

1.1.1 论文研究背景.............................................1

1.1.2 论文研究意义.............................................2

1.2 国内外研究现状...............................................3

1.2.1 国内研究现状. ...........................................3

1.2.2 国外研究现状.............................................4

1.2.3 研究存在问题.............................................5

1.3 论文研究内容及方法...........................................6

1.3.1 论文研究内容.............................................6

1.3.2 论文研究方法.............................................6

1.3.3 论文创新点...............................................7

1.3.4 论文组织结构.............................................7

第二章微博营销理论介绍及分析.......................................9

2.1 微博的概述...................................................9

2.1.1 微博的定义...............................................9

2.1.2 微博的关键词.............................................9

2.2 微博营销的含义、特征及优势..................................10

2.2.1 微博营销的含义..........................................10

2.2.2 微博营销的特征..........................................10

2.2.3 微博营销的优势..........................................11

2.3 微博营销的价值及研究现状....................................12

2.3.1 微博营销的价值..........................................12

2.3.2 微博营销的研究现状......................................14

2.4 微博营销的理论分析..........................................14

2.4.1 病毒式营销理论..........................................14

2.4.2 经济学中的长尾理论......................................15

2.4.3 微博整合营销理论........................................15

2.4.4 精准营销理论............................................15

第三章元胞自动机模型..............................................16

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3.1 元胞自动机简介..............................................16

3.1.1 元胞自动机的产生及发展..................................16

3.1.2 元胞自动机的定义........................................16

3.2 元胞自动机模型..............................................17

3.2.1 元胞自动机特征..........................................17

3.2.2 元胞自动机构成..........................................18

3.2.3 元胞自动机分类..........................................20

3.3 元胞自动机模型构建..........................................22

3.3.1 模型的构建..............................................22

3.3.2 模拟的流程图............................................23

3.4 元胞自动机的几个典型应用....................................24

3.4.1 基本的流言模型..........................................24

3.4.2 概率规则的流言模型......................................25

3.4.3 森林火灾模型............................................27

第四章基于元胞自动机的微博网络信息传播模拟........................29

4.1 微博网络的统计特性..........................................29

4.1.1 平均路径长度............................................29

4.1.2 聚集系数................................................29

4.1.3 度和度的分布............................................30

4.1.4 介数....................................................30

4.2 微博网络的特征..............................................30

4.2.1 微博网络的小世界特性....................................30

4.2.2 微博网络的无标度特性....................................31

4.3 微博网络信息传播机理........................................32

4.3.1 微博网络信息传播过程分析................................32

4.3.2 微博网络信息传播的基本模式..............................33

4.4 基于元胞自动机的微博网络信息传播模型........................35

4.4.1 在线微博网络的构建......................................35

4.4.2 基于元胞自动机的微博网络信息传播规则....................38

4.5 数值模拟过程及结果..........................................39

4.5.1 节点连接偏好概率对微博信息转发量、转发密度、评论密度的影

响.................................................... 40

4.5.2 新节点带入的边数对微博信息转发量、转发密度、评论密度的影

响.................................................... 42

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4.5.3 出度数对微博信息转发量、转发密度、评论密度的影响........43

4.5.4 转发概率对微博信息转发量、转发密度、评论密度的响........47

4.5.5 正向、负向评论密度和转发密度的对微博营销效果的影响......48

4.5.6 系统大小对微博信息转发密度、评论密度的影响..............50

4.6 数值模拟结果解释及分析......................................51

4.6.1 数值模拟结果............................................51

4.6.2 模拟结果解释及分析......................................52

第五章微博营销建议与对策......................................... 54

5.1 积极与粉丝互动..............................................54

5.2 争取高质量的的粉丝..........................................54

5.3 增加粉丝的数量..............................................55

5.4 发布高质量微博..............................................55

5.5 构建企业微博实时监测机制....................................56

第六章结论与展望..................................................57

6.1 研究结论....................................................57

6.2 研究局限与展望..............................................57

附录...............................................................59

参考文献...........................................................63

在读期间公开发表的论文和承担科研项目及取得成果.....................68

致谢...............................................................69

应用元胞自动机对企业微博营销行为的研究

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