基于复杂网络视角的网络图书广告鲁棒性分析  

Robustness analysis of network book-ads based on the view of complex network theory

作　　者：吴丹 赵江 WU Dan;ZHAO Jiang(Keyi College,Zhejiang Sci-Tech University,Shangyu 312300;School of Business Administration,Zhejiang University of Finance&Economics,Hangzhou 310018)

机构地区：[1]浙江理工大学科技与艺术学院,浙江上虞312300 [2]浙江财经大学工商管理学院,杭州310018

出　　处：《浙江理工大学学报（社会科学版）》2018年第2期119-124,共6页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：浙江省自然科学基金项目(LY18G020015);浙江省高等教育课堂教学改革研究项目(kg20160580);浙江理工大学科研项目(KY2016005)

摘　　要：网络图书广告传播系统依托于企业、用户的分布范围以及用户分享等形成庞大的复杂网络。该复杂网络的受众不再是广告信息的被动接受者而是信息传播的主动参与者。用户的参与包括主动干扰和攻击可能导致广告传播系统的效率和传播质量的下降,甚至功能的丧失,即鲁棒性问题。通过分析级联失效模型及其失效的三个阶段,给出网络图书广告传播所在网络的鲁棒性度量方法。研究表明:网络图书广告的鲁棒性更多体现在重要节点间的自由连接,针对重要节点进行有效的保护对广告传播效率和传播质量的效果比针对所有节点进行保护的效果更好。The network book-ads communication system forms a large complex network by depending on the distribution range of enterprises and consumers as well as users sharing.The audiences of the complex network are no longer the passive information receivers,but the active participants in information communication.The users participation includes active interference and accusation,which might reduce the efficiency of ad-communication system communication quality,and even the function deficiency,i.e.robustness.This study analyzes the cascading failure model and its three phases,and shows the measuring methods of robustness for the communication of network book-ads.The results indicate that the robustness of network book-ads is more reflected in the free link among critical nodes.Moreover,the important protection of critical nodes shows better practical effect than the equal protection of each node of the book-ads network.

关 键 词：网络图书广告 复杂网络 鲁棒性 级联失效 节点 

分 类 号：G206.3[文化科学—传播学]