基于复杂网络理论的企业营销网络鲁棒性评估  

Robustness Measurement of Enterprise Marketing Network Based on Complex Network Theory

作　　者：秦效宏[1] 梁林蒙[1] 赵景峰[2] 管玉娟[3] QIN Xiao-hong;LIANG Lin-meng;ZHAO Jing-feng;GUAN Yu-juan(Business school,Xijing University,Xi＇an 710023,China;School of Economics and Management,Northwest University,Xi＇an,710069,China;School of Economics and Management,Xi＇an University of Posts and Telecommunications,Xi＇an 710123 China)

机构地区：[1]西京学院商学院,陕西西安710123 [2]西北大学经济管理学院,陕西西安710127 [3]西安邮电大学经济管理学院,陕西西安710123

出　　处：《数学的实践与认识》2018年第21期41-48,共8页Mathematics in Practice and Theory

基　　金：陕西省教育厅科研项目(15JK2176);西京学院科研项目(XJ140204

摘　　要：在不确定性和危机出现的情况下,鲁棒性将是企业营销网络是否能正常发挥产品营销功能的决定性因素.在对企业营销网络的的复杂性和不确定性分析的基础上,给出了企业营销网络鲁棒性定义.依据重点保护＂关键节点＂来提高企业营销网络鲁棒性的思路提出业营销网络节点重要度评估方法,并通过算例对评估方法进行数值分析,验证方法的有效性和适用性.In the case of uncertainty and crisis, the robustness will be the decisive factor in whether the enterprise marketing network can play its product marketing function normally. Based on the analysis of the complexity and uncertainty of the enterprise marketing network, this paper gives the definition of the robustness of the enterprise marketing network. According to the key idea of protecting the ＂key node＂ to improve the robustness of the enterprise marketing network, the method of evaluating the importance degree of the marketing network node is put forward, and the validity and applicability of the method are verified by numerical analysis.

关 键 词：企业营销网络 鲁棒性 不确定性 级联失效 

分 类 号：F724.6[经济管理—产业经济] F274[理学—数学] O157.5[理学—基础数学]