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战略新兴产业代表着当今世界科学技术发展的前沿和方向,研究战略性新兴产业产品扩散及消费者演变情况,有助于企业制定营销策略。从影响消费者产品购买的自身因素(偏好、价值)和外部因素(消费者之间相互影响、广告作用)出发,构建了一个社会关系网络,研究在社会关系网络中,这些因素在产品扩散过程中是如何影响消费者购买决策的。通过模拟仿真发现:消费者之间的产品推荐影响、广告作用以及消费者偏好,均影响着产品在消费者群体中的扩散程度和市场达到饱和稳态的时间。
Strategic emerging industries represent the frontier and direction of the development of science and technology in the world at present, and research on the product proliferation and consumer evolution in strategic emerging industries can help enterprises formulate marketing strategies. Starting from the self factors (preference, value) and external factors (the interaction between consumers, the role of advertising) that affect consumer product purchase, a social network is constructed to study the relationship between these factors in the process of product diffusion How it affects consumer buying decisions. It is found through simulation that the product recommendation effect, advertisement function and consumer preference among consumers all influence the diffusion of products in the consumer group and the time when the market reaches saturation and steady state.