The Analysis Of Product Innovation Diffusion Based On Complex Network

The diffusion of product innovation whether in the field of technological innovation,managerial science or marketing is a widely concerned topic.The diffusion of product innovation occurs in certain social economic systems,its essence is a process where new products in the consumer network are gradually adopted by individuals.Therefore,in order to fully and accurately grasp the inherent mechanism of the diffusion of innovation,we need to study how it works within a network environment.However the consumer network is so huge and complex that traditional research methods are not suitable.With the rapid development of complex systems theory,complex network are a powerful research tool to study the complexity of science and complex systems.This provides a new perspective for the study of the diffusion of product innovation.Complex network use network topology to analyze the macro-dynamic behavior emerges from the interaction between the network subject and the decision-making of network subject,this method conforms to the analysis method of product innovation diffusion very much.Therefore,from the perspective of complex network to study issues of the diffusion of product innovation and to explore the internal mechanism of the diffusion of innovation,can be a more scientific and comprehensive method to grasp the inherent mechanism of product innovation diffusion.Moreover,it will have an important significance for the development of product innovation diffusion theory and the decision-making of government and company.Firstly,this paper analyzes the theoretical foundation of this paper,defines the concept,characteristics and structure of product innovation diffusion,summarizes the complex network topology structure and statistical description.expounds the characteristics,advantages,scope,validity and the relationship with product innovation diffusion of Multi-agent simulation method.On basis of this,this paper build the conceptual model of product innovation diffusion based on complex network,analyzes the the basic elements and the logical architecture of the conceptual model.Then,aiming at the key elements of the conceptual model and the deficiencies of the current research,this paper puts forward four important problems:"The relationship between product quality and product innovation diffusion based on complex network";"The relationship between promotional activities and product innovation diffusion based on complex network";"The relationship between opinion leaders and product innovation diffusion based on complex network" and "The relationship be tween brand competition and product innovation diffusion based on complex network".And expand and deepen of each part by adding moderator variable or mediating variable.Among them,the analysis of the question on "The relationship between product quality and product innovation diffusion based on complex network" are divided into three dimensions:rewiring probability,network density and scale by adding moderator variable-network structure;the analysis of the question on "The relationship between promotional activities and product innovation diffusion based on complex network" are divided into two dimensions:the mass media promotion and market targeting by adding mediating variable-departure time.the analysis of the question on "The relationship between opinion leaders and product innovation diffusion based on complex network" are divided into two dimensions:the fashion market and non-fashion market by adding moderator variable-market environment;the analysis of the question on“The relationship between brand competition and product innovation diffusion based on complex network" are divided into two dimensions:switching costs and entry time by adding,moderator variable-repeat purchase.All these problems are analyzed in a complex network environment,and through using dynamic and multidimensional simulation datas revealed the inherent law of product innovation diffusion.At last,on basis of the simulation conclusions,this paper gives some advises of the development of the product innovation diffusion.