【作者】 李力；

【导师】 那日萨；

【作者基本信息】 大连理工大学 ， 管理科学与工程， 2009， 硕士

【摘要】 Recent years, more and more scholars commit themselves to complex networks and find that many systems can be denoted by complex networks, such as Internet, actor cooperation networks, metabolism networks and air networks. Product information spreading is also on people relation networks and people can introduce the same product which they have bought to his friends through networks. Especially, product information is more easily copied by Internet, and it makes viral marketing can spread more far and more extension on complex networks. Viral marketing is more and more important and many corporations are going to use it to introduce their products to customer. However, how to study viral marketing spreading process on complex networks and if customers who have bought are willing to introduce theses product information is not enough.The paper starts from introducing complex networks basic conception and looks back virus and rumor spreading process and combines with classic virus spreading model named SIS and SIR. At the same time, the paper utilizes mathematic analytical method and computer simulation technology to analyze the spreading process on small-world network and scale-free networks which are stimulated. Finally, the paper investigates consumer re-spreading wish and gives corresponding conceptual model. The paper can be classified three parts as follows:1. Research on viral marketing spreading process on T-SW small-world networks. This section proposes a model of T-SW networks with aging mechanism based on the former models on SW and WE small world networks. The analytical result and analog computation proves that T-SW model is a small world model. Completing the T-SW model, the paper stimulates viral marketing spreading process on T-SW model and analyzes the experiment result. The result shows that enterprise profit linearly increases withαat first. However, the profit immediately reaches the maximal value whenαis up to 1.2. Giving viral marketing spreading model on scale-free networks and stimulating its spreading process. As we know that Internet is characterized as scale-free property and this section aims to consolidate viral marketing spreading theory on scale-free networks. Classifying the same degree node through the different degree and establishing some subnets, at the same time, combing with classic epidemic spreading model named SIR and exerting mathematics resolution method to bring forward the viral marketing spreading model on scale-free networks. Finally, stimulating the model and analyzing the experiment result; 3. Giving the conceptual model on Internet about viral marketing willingness spreading. Viral marketing re-spreading process is usually affected by the sources, reviewer character and accepter. Public praise reliability directly influences the accepter re-spreading willingness and convincing the customers being affected by central path from content. Finally, approving that the interest of public praise directly influences accepter re-spreading willingness and accepter who joins the product spreading adjusts the relationship between source credibility and re-spreading willingness.更多还原

【Abstract】 Recent years, more and more scholars commit themselves to complex networks and find that many systems can be denoted by complex networks, such as Internet, actor cooperation networks, metabolism networks and air networks. Product information spreading is also on people relation networks and people can introduce the same product which they have bought to his friends through networks. Especially, product information is more easily copied by Internet, and it makes viral marketing can spread more far and more extension on complex networks. Viral marketing is more and more important and many corporations are going to use it to introduce their products to customer. However, how to study viral marketing spreading process on complex networks and if customers who have bought are willing to introduce theses product information is not enough.The paper starts from introducing complex networks basic conception and looks back virus and rumor spreading process and combines with classic virus spreading model named SIS and SIR. At the same time, the paper utilizes mathematic analytical method and computer simulation technology to analyze the spreading process on small-world network and scale-free networks which are stimulated. Finally, the paper investigates consumer re-spreading wish and gives corresponding conceptual model. The paper can be classified three parts as follows:1. Research on viral marketing spreading process on T-SW small-world networks. This section proposes a model of T-SW networks with aging mechanism based on the former models on SW and WE small world networks. The analytical result and analog computation proves that T-SW model is a small world model. Completing the T-SW model, the paper stimulates viral marketing spreading process on T-SW model and analyzes the experiment result. The result shows that enterprise profit linearly increases withαat first. However, the profit immediately reaches the maximal value whenαis up to 1.2. Giving viral marketing spreading model on scale-free networks and stimulating its spreading process. As we know that Internet is characterized as scale-free property and this section aims to consolidate viral marketing spreading theory on scale-free networks. Classifying the same degree node through the different degree and establishing some subnets, at the same time, combing with classic epidemic spreading model named SIR and exerting mathematics resolution method to bring forward the viral marketing spreading model on scale-free networks. Finally, stimulating the model and analyzing the experiment result; 3. Giving the conceptual model on Internet about viral marketing willingness spreading. Viral marketing re-spreading process is usually affected by the sources, reviewer character and accepter. Public praise reliability directly influences the accepter re-spreading willingness and convincing the customers being affected by central path from content. Finally, approving that the interest of public praise directly influences accepter re-spreading willingness and accepter who joins the product spreading adjusts the relationship between source credibility and re-spreading willingness.更多还原