Simulation Research About The Relationship Between Complex Social Network Structure And Innovation Resistance

Under the bad influents of U.S financial crisis and the adjustment of Chineseindustry structure, Chinese economic growth rates begin to decline consistently.Consumers are more cautiously on expenses, while the products sales are more difficult.Launching new products has become an important way for enterprises to survive、develop and get advantages, however, the failure rate of launching new products is veryhigh, almost of diffusion of innovation are more likely to fail.Social network is the primary environment of new products diffusion，so that itaffects consumer innovation resistance much. Based on the theories and literaturesabout social network and innovation resistance，this research try to analyze therelationship between the complex social networks structure and the innovationresistance, on purpose of finding the affecting rules and provide some help theenterprise when launching new products．Choosing the small-world network model represents the actual social networks,using micro-diffusion model to simulate the actual innovation diffusion process,Simulation study find that diffusion of innovation is more likely to fail in a randomnetwork than in a highly clustered network of consumers, and the number of initialusers is very important to diffusion of innovation. What’s more, Based on theperspective of social networks, this research analysis the innovation resistance ofMiTalk Messenger by comparing the diffusion of WeiXin Messenger. Lastly, thisresearch gives some marketing advice about how to reduce the consumers’ resistance toinnovation, while launching new products.