Research On Contingent Diffusion Model Of Internet Information Service Products From The Perspective Of Network Externalities

In recent years,with the continuous growth of Internet users and the booming Internet economy,the Internet information service industry has gradually grown into an important leading industry in the national economy.It is promoting economic development,innovating social management,serving people's livelihood,prospering network culture,and improving National competitiveness has played a significant role.At the same time,in order to occupy market share and pursue the greatest economic benefits,many enterprises began to compete across industries through product diffusion.In this process,some companies have been successful in cross-domain diffusion.For example,Tencent uses instant messaging-QQ as the core product,on social platforms(Tencent Weibo),games,video,security guards,live broadcast(YY voice).)and other fields have spread.However,some companies have failed to spread across the field.For example,Smartisan developed "chat treasure",Byte jumping Technology Co.,Ltd developed "multi-flash",and the former founder of Fast Broadcast Technology Co.,Ltd.developed "Toilet MT" to cross the instant.The field of communications ultimately did not succeed.Therefore,it is necessary to conduct an in-depth study on the diffusion process and influencing factors of the products of the Internet information service industry,and establish an accompanying diffusion model for the Internet information service industry to accurately predict the development trend of Internet information service enterprise products and guide the healthy and sustainable development of enterprises.The purpose of the thesis is to study the product-following diffusion model suitable for the Internet information service industry,and to provide important suggestions for the Internet information service enterprise product decision-making based on the prediction of the accompanying diffusion effect of the enterprise product and the analysis of important factors in the product diffusion process.this thesis firstly reviews the relevant models of the Internet information service industry and innovation diffusion on the basis of reading the literature.Then it analyzes the diffusion process of the Internet information service industry products,and draws the reasons for the company's proliferation.And the characteristics of diffusion;draw on the modeling ideas in the Bass model and its extension model,and establish a product-following diffusion model suitable for the Internet information service industry.The simulation analysis of the influence of the external factors affecting the model is carried out.Finally,the empirical research on the new model is carried out through Tencent's historical user data,which verifies that the Internet information service industry product accompanying diffusion model based on network externality is more traditional than the traditional model.The model is more applicable and superior,and uses the model to predict the future number of users of Tencent products.By analyzing the results,we propose targeted marketing strategies for companies.