An ACP-based approach for complex social network marketing system
WANG Zongshui1,3, ZHAO Hong2, ZHANG Gang2, ZHANG Jian1,3
1. School of Economics and Management, Beijing Information Science and Technology University, Beijing 100192, China; 2. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China; 3. Beijing Key Lab of Green Development Decision Based on Big Data, Beijing 100192, China
Abstract：ACP-based approach consists of artificial system, computational experiment and parallel execution three parts and it's effective to solve complex social problems. Social network marketing is one of the main components of E-commerce system. The number of online consumers has increased significantly and social relationships among consumers are complex, so it's crucial to design an effective marketing system to improve social network marketing effectiveness. In this research, considering the characters of social network marketing, an ACP-based approach has been proposed which combines the artificial system and actual system, and then, agent-based model of social network marketing information diffusion has been constructed based on actual online consumption data and corporate life-cycle theory, and the effectiveness of social network marketing has been tested by computational experiments. The result shows that the increasing of social network marketing strength can promote the accept rate and duration of impacts in start-up stage, growth stage and maturity stage, but it maybe not work in decline stage.
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2017, Vol. 37 
