社会化营销绩效最大化问题及其扩展研究综述

doi:10.11999/JEIT160517

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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。

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	刘业政
	李玲菲
	姜元春

关键词 ：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.

Key words： Online social network Social marketing Performance maximization

收稿日期: 2016-05-23 出版日期: 2016-08-09

PACS:	F270.3
	TP311

基金资助:

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)

通讯作者: 姜元春：男，1980年生，副研究员，硕士生导师，主要研究方向为电子商务与商务智能、个性化营销. E-mail: ycjiang@hfut.edu.cn

作者简介: 刘业政：男，1965年生，教授，博士生导师，主要研究方向为电子商务与商务智能、决策理论与方法、社会技术系统下的组织行为. 李玲菲：女，1992年生，博士生，研究方向为在线社交网络分析. 姜元春：男，1980年生，副研究员，硕士生导师，主要研究方向为电子商务与商务智能、个性化营销.

引用本文:

刘业政,李玲菲,姜元春. 社会化营销绩效最大化问题及其扩展研究综述[J]. 电子与信息学报, 2016, 38(9): 2130-2140. LIU Yezheng, LI Lingfei, JIANG Yuanchun. Review of Social Marketing Performance Maximization Problem and Its Extension. JEIT, 2016, 38(9): 2130-2140.

链接本文:

http://jeit.ie.ac.cn/CN/10.11999/JEIT160517 或 http://jeit.ie.ac.cn/CN/Y2016/V38/I9/2130

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