社会化营销绩效最大化问题及其扩展研究综述

刘业政; 李玲菲; 姜元春

doi:10.11999/JEIT160517

社会化营销绩效最大化问题及其扩展研究综述

doi: 10.11999/JEIT160517

基金项目:

国家自然科学基金重大项目(71490725)，国家973规划项目(2013CB329603)，国家自然科学基金(71371062, 91546114, 71302064,71501057)，国家科技支撑计划项目(2015BAH26F00)

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- 被引次数: 0
出版历程
- 收稿日期: 2016-05-23
- 修回日期: 2016-07-18
- 刊出日期: 2016-09-19

Review of Social Marketing Performance Maximization Problem and Its Extension

Funds:

The Major Program of the National Natural Science Foundation of China (71490725), The National 973 Program of China (2013CB329603), The National Natural Science Foundation of China (71371062, 91546114, 71302064, 71501057),The National Key Technology Support Program (2015BAH26F00)

摘要

摘要: 由于在线社交网络上的信息传播具有速度快、成本低、影响范围大等优势，许多企业均试图通过在线社交网络进行产品的促销和推广。然而，企业如何选择种子结点来投放营销信息，使得在给定成本下覆盖或影响最多的用户，实现营销绩效最大化是一项极具挑战性的任务。该文通过文献检索和综述方法，系统总结了社会化营销中的信息传播模型，从网络拓扑结构和用户历史数据、竞争条件与非竞争条件等不同视角总结了社会化营销绩效最大化的有关算法，最后对社会化营销绩效最大化问题进行了总结与展望。
- 在线社交网络 /
- 社会化营销 /
- 绩效最大化
Abstract: Many enterprises try to promote their products in online social network since information propagation in this network have several advantages such as fast transmission speed, low marketing costs, and large influence area. However, it is a challenging task for enterprises to select suitable seed nodes to publish marketing information so that marketing information can influence or cover most users under a given cost and realize performance maximization. By means of literature search and review, this paper systematically summarizes information propagation models in social marketing, introduces algorithms for social marketing performance maximization problem with respect to network topology, user historical data, compete and non-compete condition. Finally, this paper concludes an exploration of future directions of this research filed.
- Online social network /
- Social marketing /
- Performance maximization

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