种子顾客的网络分布对创新扩散的影响  

The Impact of Seed Customers' Network Distribution on Innovation Diffusion

作　　者：陈锟[1] 

机构地区：[1]电子科技大学经济与管理学院,成都610054

出　　处：《管理科学》2010年第1期38-43,共6页Journal of Management Science

基　　金：国家自然科学基金(70901014);电子科技大学哲学社会科学研究基金(ZJX0805)~~

摘　　要：依据Bass模型,创新扩散可以分为种子顾客的出现和基于种子顾客的后续扩散两个阶段,种子顾客在社会网络中的分布是左右创新扩散结果的重要因素。以3G手机在某企业员工中的扩散为研究对象,通过实证调查,获取社会网络的关键参数;以网络仿真软件为平台,设定种子顾客的不同网络分布以及网络平均节点度数,进而模拟创新扩散的过程和结果。网络仿真和统计检验的结果表明,种子顾客在社会网络中的分布越分散,创新扩散获得市场成功所需要的时间就越短,网络平均节点度数的增加能够加速创新在社会网络中的扩散过程。分散化的种子顾客策略往往意味着较高的营销成本,因此创新扩散的最优营销策略应兼顾种子顾客的网络分布以及企业的资源和能力等约束条件。Based upon Bass Model, innovation diffusion process can be divided into two stages, the appearance of seed customers, and induced diffusion process by seed customers. Taking the innovation process of 3G Mobile phone in the employees of a domestic firm as the study object, this paper obtains key parameters of social networks through empirical investigation, and simulate the innovation diffusion process by different network distributions and average network degrees with network simulation software. The results of network simulation and statistical test indicate that decentralized network distribution of seed customers could decrease the time which is required by innovation diffusion to win the market success. Meanwhile, the increase of network average node degree could accelerate innovation diffusion. However, seed customer＇s decentralization could also lead to high marketing cost. Therefore, the optimizing marketing strategy of innovation diffusion Should take both seed customer＇ network distribution and firm＇s resource as well as capabilities into account.

关 键 词：创新扩散 种子顾客 网络分布 网络平均节点度数 

分 类 号：F270[经济管理—企业管理]