Based On Social Preferences The Evolution Mechanism And Stimulation Study Of Customer Engagement In Network Community

The development of emerging network information technology has realized the network and customers empowerment, not only promoted the subversive reconstruction of the relation between enterprises and customers, but also overturned the traditional consumption concept,consumption patterns and consumption habits, even more profound impacted on the development of management theory and enterprise management reform.Application platform level of mobile Internet has emerged in endlessly to lead a variety of network community arise luxuriantly, by virtue of network community users can be incorporated into the process of product design, circulation and even the entire value-added services. The network community has enabled enterprises more deeply to understanded user needs, more active to made user feedback, more scientific to carried out management, it is the key to decide the future enterprise success or failure. Moreover, the newly arisen Customer Engagement (CE) has summarized the complex relationship between enterprises and users, the user and the user more accurately in mobile Internet environment.Therefore, the study of Customer Engagement has become the important research topics in the network community under the environment of the mobile Internet.Based on mapping knowledge domain through the biliometric analysis found : customer engagement study mainly focused on qualitative research, but not delve into its evolution mechanism from the perspective of dynamic and network; previous studies have tended to ignore the hypothesis that behavioral economics can be more accurately summarized the motives of users behavior under the current network environment; as well as there is also a lack of systematic discussion on the management model and the corresponding management strategies based on user changes who under the network environment the field of management practice.Therefore, around Customer Engagement in online communities, this study has proposed the following research questions: (1) What is the meaning, dimension characteristics and constitute process of customer engagement? (2) What is the driving mechanism of customer engagement,including the factors that affect customer engagement and the benefits of customer engagement? (3) What is the evolution mechanism of the customer engagement in the network community, and what is the difference between the network community with different structural characteristics and the evolution of social preference? (4) How to motivate the customer engagement in the network community, and what are the effects of the different incentive mechanism under different network structure characteristics and how to express the differences? (5) How to put forward the change of enterprise management mode and the corresponding management strategy suggestion according to the evolution law of customer engagement?The study is based on the theory of social preference theory of behavioral economics and complex network evolutionary game, on the basis of literature research using analog simulation and comparative analysis to reveal characteristics and rules of the driving, evolution and incentive design of the customer engagement between users in the network community continued interaction and mutually beneficial in the context of mobile Internet and explore the policy suggestions of corresponding management practices.The main research content of this paper are: (1) from the perspective of enterprise and user to explain the driving mechanism model of customer engagement based on the influence factors and the value profit in the network community; (2) analysis of the evolution simulation model of customer engagement and the stable equilibrium conditions in network community; (3) the effect evaluation and comparative analysis of the evolution of customer engagement in different network structure and different incentive design; (4) based on the evolution rules of the customer engagement in the network community, the enterprise creates a "co-creative" user management system, and puts forward the corresponding management strategies. This study provides theoretical support for the reform of enterprise management model and the corresponding management strategies to promote the establishment of a more effective mobile Internet platform management model.The main conclusions of this study are as follows:First, the research framework model of customer engagement driving mechanism based on the double perspective of the enterprise and the user include: enterprise driven and customer driven closed-loop components. In the perspective of customer, the customer individual is the direct driving factors, but the value profit of customer is the indirect driving factor through the impact of the individual. From the perspective of enterprise,the enterprise factors are the direct driving factors, the value profit of the enterprise by acting on the enterprise performance and the enterprise influence factors to become the indirect driving factors.Second, based on the different strength of social preferences in the network community of grid network, small-world networks and scale-free networks structure, the computer simulation experiment of customer engagement evolution draw the following conclusions: (1) when the social preference does not exist, the evolution equilibrium of grid network structure community is the lowest, the WS small world network structure community is the most stable, the scale-free network structure community is higher but extremely unstable; (2) the social preference has an obvious promoting effect on the evolution equilibrium of the three network structures, among them, the evolution of the WS small world network structure community is the strongest, the scale-free network is less effective, but the stability of the evolution is improved, the evolution of the grid network structure is central, but the stability of the evolution has improved.Third, employing simulation experiment of customer engagement evolution with two kinds incentive mechanisms include random selection and priority selection in the WS small world network and the scale-free network community, a comparative study found that: (1) the random selection mechanism is better than the priority selection mechanism to promote the evolution equilibrium obviously in WS small world network;(2) the priority selection mechanism is better than the random selection mechanism to promote the evolution equilibrium in the scale-free network,but instability of the network evolution equilibrium still exist.Fourth, based on the driving evolution law of the customer engagement in internet community, with the goal of effectively implement the customer engagement management, the enterprise build the "value proposition, value creation, value delivery and value realization" as the main line of the "co-creative" user management system in mobile Internet era, and present the new "4C" user management strategy model, which is based on the theme of "building community, collaborative production,extensive connection and continuous adhesion".In summary, on the basis of the above research contents and research conclusions, the innovation points of this study summarized as follows: (1)propose the research framework model of customer engagement driving mechanism under the mobile Internet situation customer engagement; (2)construct the evolutionary game model of customer engagement in the network community of different network structure; (3) design the incentive mechanism of random rewards and preferred reward; (4) Build the "co-creative" user management system as well as the new "4C" model of user management strategy based on customer engagement.