多重网络中的创意扩散模型研究

基于线上线下多种渠道的创意扩散研究是企业管理的新兴研究热点之一.为此,引入多重网络理论与传播动力学理论,考虑工作中线下沟通、工作中通过企业社交媒体在线沟通及非工作时间电子沟通三种渠道,构建多种渠道构成的多重网络中的创意扩散模型.研究创意在多重网络中持续扩散的阈值条件,并对创意在多重网络中的扩散过程进行仿真实验.结果表明:1)当员工在单位时间内通过以上各渠道沟通的平均次数较接近时,在多重网络中创意扩散的速度较快,创意扩散的范围较广;2)与匀质网络相比,当非工作时间电子沟通子网络是无标度网络时,在多重网络中创意扩散的速度较快,扩散的范围较广;3)增大子网络层间创意扩散的相互促进作用对整个多重网络中创意的有效扩散有积极影响.

Modeling of idea diffusion in multiplex networks

Research of idea diffusion based on online and offline channels is one of new research hotspots in enterprise management.For this reason,this paper constructs an idea diffusion model in the multiplex networks based on multiple channels by using the theories of multiplex networks and transmission dynamics.The channels are offline communication in working time,online communication through enterprise social media in working time and electronic communication in non-working time.The threshold conditions of persistent diffusion of an idea in multiplex networks are studied and some simulations are given on the diffusion process of idea in multiplex networks.Firstly,the research shows that the speed of diffusion is faster and the scope of diffusion is wider in multiplex networks when the average times of communication through each channel among employees are relatively close in unit time.Then,compared with homogeneous network,the speed of diffusion is faster and the range of diffusion is wider when non-working time electronic communication subnetwork is a scale-free network.Finally,it has a positive impact on idea diffusion in the whole multiplex networks that increasing the interaction of idea diffusion among subnetworks.