Study On Key Persons And Community Management Strategies For Company A’s Integrating Marketing Based On Complex Networks

The integrating marketing is a marketing strategy that utilizes both internal and external social influence of an enterprise.It aims to promote goods or services to different groups by mobilizing the social resources of employees,distributors,partners,and users to enhance user and brand value.This strategy features fast dissemination and efficient promotion,which can impact thousands of audiences in a short time.With the continuous participation of employees,partners,and ordinary users,the number of participants in integrating marketing activities has rapidly increased.There have been bottlenecks in using manual identification and management of key individuals and feature groups,making it difficult to accurately identify key individuals and groups with high influence and communication effectiveness,and unable to provide targeted resource allocation and management.Based on the complex network theory and technology,this paper takes Company A as the research object,through in-depth research on the interaction between all marketing participants,identifies and analyzes the key nodes and community structure in the whole marketing network,so as to provide a theoretical support and practical guidance for the whole marketing management of enterprises.The main research content of the paper is as follows:(1)A detailed introduction was given to the development,characteristics,and applications of complex network related theories;And elaborated on the basic concept of integrating marketing.(2)Modeling and analyzing the entire marketing network of Company A using complex network analysis methods.Through quantitative analysis of the topological structure characteristic parameters of the network,such as node degree and Degree distribution,distance and path,clustering coefficient,etc.,and based on these indicators,verify the network model type of the whole member marketing network,the results show that the network has small world and scale-free characteristics.(3)On the basis of verifying the characteristics of the entire marketing network,the methods of proximity centrality,intermediate centrality,and feature vector centrality are used to analyze and identify key nodes.The modular maximization algorithm is used to detect and analyze community structure,thereby identifying key individuals and feature groups in the entire marketing process.(4)Based on the identified key nodes and communities,combined with management practices,a management strategy for key individuals and communities in integrating marketing is proposed,providing reference for improving the performance of A company’s integrating marketing.This study provides a new method for the key individuals and communities management in the integrating marketing activities of Company A,and is also an active attempt to apply complex network theory to enterprise marketing management.This research can be reused in the integrating marketing efforts of other companies,and also provides specific cases for the application of complex networks theory.