基于复杂社会网络的企业广告策略仿真研究

孙静春　王辰宇

摘 要：本文建立网络演化博弈模型讨论复杂社会网络中企业的广告策略，其中企业根据市场规模分为在位企业和进入企业，两类企业可以选择进攻性广告策略扩大市场或选择防卫性广告策略维持市场。通过仿真分析本文讨论了社会网络因素（平均节点度和噪声系数）以及市场环境因素（市场衰退、两类企业的相对规模和比例）对企业广告策略的影响。研究发现只要存在进入企业，在位企业就会选择防卫性广告;而进入企业的广告策略选择由上述因素的综合作用决定。两类因素对在位企业的广告策略影响较小，对进入企业的广告策略影响较大：进入企业选择进攻性广告的比例与平均节点度、环境噪音和市场衰退负相关，与自身规模先正相关后负相关，与企业比例无明显相关。

关键词：小世界网络;市场竞争;广告策略;演化博弈;仿真

中图分类号：F224.32文献标识码：A文章编号：1003-5192（2021）03-0062-07doi：10.11847/fj.40.3.62

A Simulation Analysis on Firms Advertising StrategiesBased on Complex Social Network

SUN Jing-chun1，2， WANG Chen-yu1，2

（1.School of Management， Xian Jiaotong University， Xian 710049， China; 2.Key Laboratory of Process Control & Efficiency Engineering （Xian Jiaotong University）， Ministry of Education， Xian 710049， China）

Abstract：We formulate a network evolutionary game model to discuss the firms advertising strategies under the complex social network. The firms are categorized as incumbents and entrants depending on their market size， both the incumbents and the entrants can either adopt the offensive advertising strategy to enlarge their market or the defensive advertising strategy to maintain their current market. By simulation analysis， we discuss the effects of the social network factors （i.e.， the average node degree and the noise coefficient） and the market environment factors （i.e.， the market recession， the relative size and the proportion of the incumbents and the entrants） on the firms advertising strategies. We find that the incumbents will choose the defensive advertising strategy if there are entrants in the marketplace， and the entrants advertising strategy decisions depend on the aforementioned factors. These factors have few influences on the incumbents but have large influences on the entrants. Specifically， the proportion of the entrants choosing offensive

advertising is negatively correlated with the average node degree， the noise coefficient and the market recession， and first positively and then negatively correlated with their own market size， and not apparently associated with the proportion of the incumbents.

Key words：small world network; market competition; advertising strategy; evolutionary game; simulation

1 引言

廣告是企业进行市场竞争的重要方式，国家市场监督管理总局的统计数据表明2019年我国的广告市场总体规模已达到8674亿元。广告一方面能提高品牌忠诚度，降低自身顾客流失，维持企业的市场;另一方面又能通过品牌转换吸引竞争者的顾客，扩大企业的市场。上述广告中以维持市场为目标的广告被称为防卫性广告，以扩大市场为目标的广告被称为进攻性广告[1，2]。另外，企业因为市场规模的差异产生了的不同的市场目标：进入企业市场规模较小，想通过广告扩大市场;在位企业拥有较大的市场规模，更关注如何维持现有顾客。……