市场机遇信息搜索的社会网络模式及其系统的研究
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摘要
在经济全球化的今天，企业面临着越来越激烈的竞争，在复杂的经济环境中快速搜寻到稀缺的市场机遇信息已经成为企业开拓市场、提高自身竞争力的迫切需求。社会网络作为市场机遇信息的重要来源，已经受到越来越多的关注，但其在理论上的研究和实践中的应用仍然有许多不完善的地方，十分有待研究。本论文正是在这样的背景下，以社会网络的研究视角，围绕具有广泛的实际背景和发展前景的市场机遇信息搜索问题，采用定性分析与定量分析相结合的方法，利用市场机遇发现、行为科学、社会网络理论、知识管理等理论和方法，从以下几方面进行了系统深入的研究。
首先，对市场机遇信息进行了界定和特性分析；构建了基于问题求解的市场机遇信息搜索行为机制；在对相关文献评述后，研究了市场机遇信息搜索的影响因素；针对现有理论对社会网络这一重要影响因素研究乏力的状况，从二元关系层次和多元关系层次两个维度来分析社会网络与机遇信息搜索的关系。
其次，从二元关系这个社会关系系统的最基本单元入手，探讨市场机遇信息搜索中人际关系的构建和特性。分析并总结了市场机遇信息搜索中人际关系的四个特性(通晓性、情感性、权威性、信任性)；建立统计模型并从中国某商业银行的客户经理那里收集了调研数据，利用区别于传统统计检验方法的OAP方法对这些关系特性进行实证研究并发现除了权威性以外的其他特性都对市场机遇信息搜索有显著影响。
其三，从多元关系层次入手，研究整体网结构特性和个体网结构特性对市场机遇信息搜索的影响。1)结合市场机遇信息搜索的特性与要求，对Cowan和Jonard的模型进行了修正改进，构建了基于整体网的市场机遇信息交互模型，并对模型进行了模拟仿真，考察了网络的规则程度、个体吸收能力与创新能力、市场机遇信息搜索绩效这三者的影响关系；2)利用社会网络分析的中心性测度方法，提出了市场机遇信息核心和市场机遇信息掮客这两类市场机遇信息搜索中的重要角色；3)针对市场机遇信息搜索中对个体查找的优先度评判问题，提出了一套市场机遇信息声望评价模型，该模型包含距离性(搜寻者与被搜寻者的距离)和权威性(个体提供市场机遇信息的能力)两个测度指标。综合运用了社会网络分析方法和自行设计的AuthorityRank算法来计算市场机遇信息声望，并在某商业银行的调研数据上进行了算法的运用和结果分析。
其四，从现实的企业人员组织模式入手，提出了区别于传统企业网络的企业市场机遇信息搜索社会网络，并将其分为识别型、需求开发型、供给开发型以及创新型等四类，详细分析了这四类网络的功能和结构特征，并用二个实例来分析它们在实践中的应用。
其五，从技术层面来研究基于社会网络的市场机遇信息搜索系统。研究了系统的工作原理，设计了系统的层次及工作过程，分析了系统架构。
最后，对全文内容及研究结论和创新之处进行了总结，并对文中有待进一步深入研究的地方提出日后继续研究的方向和展望。
In the age of economic globalization, enterprises face more and more drastic competitions. Finding the scarce market opportunity information in a complex economic environment quickly has become an urgent request to enterprises for developing new markets and improving their own competitive power. Social network, as an important source of market opportunity information, attracts the growing attention. But there are still many unresolved problems that deserve to be studied both in theoretical research and practice. Under this background, this dissertation uses a social network perspective to study on the market opportunity information search problems which have a wide application prospect and development prospect. Based on theories and methods of market opportunity discovery, behavioral science, social network and knowledge management, this dissertation studies systematically and deeply on the following issues by using the quantitative analysis and qualitative analysis.
First, market opportunity information is defined and its characteristics are analyzed. A market opportunity information search behavior mechanism based on problem-solving mechanism is proposed. After the review of relevant literature, the influence factors of market opportunity information search are studied. Aiming at the insufficient theoretical research on social network which is one of these factors, this dissertation studies the relation of social network and market opportunity information search from two views,namely, market opportunity information search in view of dyadic relation level and market opportunity information search in view of multiple relation level.
Second, construction and characteristics of interpersonal relation in market opportunity information search are analyzed from the dyadic relation level which is the the most basic unit of social system. Four relational characteristics, that is, knowing, emotional support, legitimacy and trust, are analyzed and summarized. The statistical model is built and empirical data are collected from loan managers of a bank in China. The quadratic assignment procedure (QAP) method which is different from traditional statistics testing methods is used to test the model statistically. The result shows that all characteristics except legitimacy influence the market opportunity information search significantly.
Third, the structure characteristics of whole network and ego-centric network and their impacts on market opportunity information search are studied from the multiple relation level.1) Combined with the characteristics and requests of market opportunity information search, this dissertation revises some behavioral rules in Cowan-Jonard model and builds a new model of market opportunity information interaction based on whole social network. The model is simulated to analyze the relation among the regulation of the network, the individual absorption ability and innovation ability, and the market opportunity information search. 2) Two important roles, namely, market opportunity information core and market opportunity information broker, are proposed by using the centrality measurement method in SNA. 3) Aiming at the problem of individual priority evaluation in market opportunity information search, this dissertation puts forward a market opportunity information reputation model. The model includes two measure indexes: distance (the distance between the searcher and the person being searched) and authority (the individual ability to provide market opportunity information). The SNA methods and AuthorityRank algorithm which is proposd by this dissertation are used synthetically to compute market opportunity information reputation. The algorithm is applied to survey data of a commercial bank and the result is analyzed.
Fourth, the Enterprise's Social Network for Searching Market Opportunity Information (ESNSMOI) which is unlike traditional enterprise networks is proposed from the view of enterprise staff's organization model. This dissertation proposes four different types of ESNSMOI (Recognition ESNSMOI, Demand-Exploitation ESNSMOI, Supply-Exploitation ESNSMOI and Innovation ESNSMOI) and studies their functions and structures in detail, at last gives two example to illustrate ESNSMOI's application..
Fifth, a market opportunity information search system based on social network is proposed from the technical level. The system's working principle is studied, the level and working process of the system are designed, the system's structure is analyzed.
Finally, the dissertation gives conclusion to the contents and the innovative achievements of the research, and presents the future scope, the purpose and the prospect of this topic in further studies.
首先，对市场机遇信息进行了界定和特性分析；构建了基于问题求解的市场机遇信息搜索行为机制；在对相关文献评述后，研究了市场机遇信息搜索的影响因素；针对现有理论对社会网络这一重要影响因素研究乏力的状况，从二元关系层次和多元关系层次两个维度来分析社会网络与机遇信息搜索的关系。
其次，从二元关系这个社会关系系统的最基本单元入手，探讨市场机遇信息搜索中人际关系的构建和特性。分析并总结了市场机遇信息搜索中人际关系的四个特性(通晓性、情感性、权威性、信任性)；建立统计模型并从中国某商业银行的客户经理那里收集了调研数据，利用区别于传统统计检验方法的OAP方法对这些关系特性进行实证研究并发现除了权威性以外的其他特性都对市场机遇信息搜索有显著影响。
其三，从多元关系层次入手，研究整体网结构特性和个体网结构特性对市场机遇信息搜索的影响。1)结合市场机遇信息搜索的特性与要求，对Cowan和Jonard的模型进行了修正改进，构建了基于整体网的市场机遇信息交互模型，并对模型进行了模拟仿真，考察了网络的规则程度、个体吸收能力与创新能力、市场机遇信息搜索绩效这三者的影响关系；2)利用社会网络分析的中心性测度方法，提出了市场机遇信息核心和市场机遇信息掮客这两类市场机遇信息搜索中的重要角色；3)针对市场机遇信息搜索中对个体查找的优先度评判问题，提出了一套市场机遇信息声望评价模型，该模型包含距离性(搜寻者与被搜寻者的距离)和权威性(个体提供市场机遇信息的能力)两个测度指标。综合运用了社会网络分析方法和自行设计的AuthorityRank算法来计算市场机遇信息声望，并在某商业银行的调研数据上进行了算法的运用和结果分析。
其四，从现实的企业人员组织模式入手，提出了区别于传统企业网络的企业市场机遇信息搜索社会网络，并将其分为识别型、需求开发型、供给开发型以及创新型等四类，详细分析了这四类网络的功能和结构特征，并用二个实例来分析它们在实践中的应用。
其五，从技术层面来研究基于社会网络的市场机遇信息搜索系统。研究了系统的工作原理，设计了系统的层次及工作过程，分析了系统架构。
最后，对全文内容及研究结论和创新之处进行了总结，并对文中有待进一步深入研究的地方提出日后继续研究的方向和展望。
In the age of economic globalization, enterprises face more and more drastic competitions. Finding the scarce market opportunity information in a complex economic environment quickly has become an urgent request to enterprises for developing new markets and improving their own competitive power. Social network, as an important source of market opportunity information, attracts the growing attention. But there are still many unresolved problems that deserve to be studied both in theoretical research and practice. Under this background, this dissertation uses a social network perspective to study on the market opportunity information search problems which have a wide application prospect and development prospect. Based on theories and methods of market opportunity discovery, behavioral science, social network and knowledge management, this dissertation studies systematically and deeply on the following issues by using the quantitative analysis and qualitative analysis.
First, market opportunity information is defined and its characteristics are analyzed. A market opportunity information search behavior mechanism based on problem-solving mechanism is proposed. After the review of relevant literature, the influence factors of market opportunity information search are studied. Aiming at the insufficient theoretical research on social network which is one of these factors, this dissertation studies the relation of social network and market opportunity information search from two views,namely, market opportunity information search in view of dyadic relation level and market opportunity information search in view of multiple relation level.
Second, construction and characteristics of interpersonal relation in market opportunity information search are analyzed from the dyadic relation level which is the the most basic unit of social system. Four relational characteristics, that is, knowing, emotional support, legitimacy and trust, are analyzed and summarized. The statistical model is built and empirical data are collected from loan managers of a bank in China. The quadratic assignment procedure (QAP) method which is different from traditional statistics testing methods is used to test the model statistically. The result shows that all characteristics except legitimacy influence the market opportunity information search significantly.
Third, the structure characteristics of whole network and ego-centric network and their impacts on market opportunity information search are studied from the multiple relation level.1) Combined with the characteristics and requests of market opportunity information search, this dissertation revises some behavioral rules in Cowan-Jonard model and builds a new model of market opportunity information interaction based on whole social network. The model is simulated to analyze the relation among the regulation of the network, the individual absorption ability and innovation ability, and the market opportunity information search. 2) Two important roles, namely, market opportunity information core and market opportunity information broker, are proposed by using the centrality measurement method in SNA. 3) Aiming at the problem of individual priority evaluation in market opportunity information search, this dissertation puts forward a market opportunity information reputation model. The model includes two measure indexes: distance (the distance between the searcher and the person being searched) and authority (the individual ability to provide market opportunity information). The SNA methods and AuthorityRank algorithm which is proposd by this dissertation are used synthetically to compute market opportunity information reputation. The algorithm is applied to survey data of a commercial bank and the result is analyzed.
Fourth, the Enterprise's Social Network for Searching Market Opportunity Information (ESNSMOI) which is unlike traditional enterprise networks is proposed from the view of enterprise staff's organization model. This dissertation proposes four different types of ESNSMOI (Recognition ESNSMOI, Demand-Exploitation ESNSMOI, Supply-Exploitation ESNSMOI and Innovation ESNSMOI) and studies their functions and structures in detail, at last gives two example to illustrate ESNSMOI's application..
Fifth, a market opportunity information search system based on social network is proposed from the technical level. The system's working principle is studied, the level and working process of the system are designed, the system's structure is analyzed.
Finally, the dissertation gives conclusion to the contents and the innovative achievements of the research, and presents the future scope, the purpose and the prospect of this topic in further studies.
引文
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