Customer social network affects marketing strategy: A simulation analysis based on competitive diffusion model

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• 作者：Rui Hou ; ^{hour@gdut.edu.cn} ; Jiawen Wu ^{wujwu@163.com} ; Helen S. Du ^{hsdu@gdut.edu.cn}
• 关键词：Customer social network ; Marketing strategy ; Competitive diffusion ; Population competitive model
• 刊名：Physica A: Statistical Mechanics and its Applications
• 出版年：2017
• 出版时间：1 March 2017
• 年：2017
• 卷：469
• 期：Complete
• 页码：644-653
• 全文大小：1220 K
• 卷排序：469

文摘

We develop a new population competition model based on social network. Product with greater network externality effect will get more market share. Initial scale will bring competitive advantage when facing common penguin customers. The inherent customer social network will cause winner-take-all phenomenon.