Impact Of Innovation Diffusion Based On Social Network

In the 21 st century,innovation is not only an important force to promote human civilization and socio-economic development,but also the main driving force for the sustainable development of modern enterprises.With the global economy into recession,China's economic downward pressure increases,the industrial economy is growth weak,the government hopes to promote economic growth through innovation.Facing the growing market competition environment,companies want to improve their ability to innovate to enhance their market competitiveness.Innovation can only really create value for business and society only when it is widely used and promoted.Therefore,it is of great significance to study the evolution process and influencing factors of innovation diffusion,and it is of great significance to the development of innovative marketing strategy.The research shows that the dissemination of innovative information depends mainly on the social network,and the exchange of information between individuals has an important influence on the decision-making of innovation adoption.Therefore,we must first understand the characteristics of social network in order to accurately and comprehensively explain the phenomenon of innovation diffusion.From the micro level,we will the decision-making of adopted as a process that the individual's view and concept continue to change,that is,the process of concept drift.It can be seen,based on social network,innovation diffusion was a macro-spread phenomenon by the individual micro-decision-making emerged.This paper first studies the existing literatures of complex social networks and innovation diffusion,and analyzes and summarizes the concept drift theory,then constructs the innovation diffusion model based on social network.By collating previous research results,the main influencing factors of conceptual drift in innovation diffusion are determined.Secondly,select the social network model,design evolution rules of innovation diffusion,and the simulation platform is constructed by using the computational experiment method in NetLogo software.Through,researching the influencing factors of innovation diffusion,and combined with the results of the calculation experiment,the main conclusions are as follows.Word of mouth communication,social learning,opinion leaders have a significant positive impact on concept drift,thereby increasing the scale of innovation diffusion.In the early stages of innovation and diffusion,innovative market recognition was lowly,word of mouth can accelerate the diffusion of innovative information.In the same social network topology,the social learning ability and the concept of drift intensity have a significant positive impact on the final scale of innovation diffusion.Due to of individuals' factors,such as knowledge background,occupation,economic status,social learning ability in the general situation of the relatively stable performance.When the innovation diffusion network has low social learning ability,companies can seek opinion leaders,or improve regulatory pressure,to promote the successful diffusion of new products.Finally,through comparing and analyzing the diffusion model of Sina microblogging and Tencent microblogging,the results of the experiment are verified,and the relevant suggestions are put forward for the new product marketing.