网络营销传播模型研究与策略分析

Research on Online Marketing Communication Model and Strategy Analysis

摘要: 本文基于传染病动力学的SIR模型框架，构建了网络营销信息传播的改进微分方程模型。通过引入内容质量因子(q)、KOL效应系数(κ)和再营销转化率(ρ)等参数，将现代网络营销策略量化纳入模型分析。利用MATLAB进行数值模拟，不仅分析了基础参数(信息传播率β、用户流失率γ)的影响，更深入研究了各种营销策略单独及组合使用时的效果。研究结果表明：KOL营销可使传播速度提升明显；高质量内容(q = 3.0)能使传播效果提升；再营销(ρ = 0.2)可减少用户流失；组合策略相比基础策略，峰值用户数提升显著。本研究为企业网络营销策略的制定和优化提供了系统的理论框架和量化决策工具。

Abstract: This paper, based on the SIR model framework of infectious disease dynamics, constructs an improved differential equation model for the dissemination of online marketing information. By introducing parameters such as content quality factor (q), KOL effect coefficient (κ), and remarketing conversion rate (ρ), modern online marketing strategies are quantitatively incorporated into the model analysis. Numerical simulations are conducted using MATLAB, analyzing not only the impact of basic parameters (information diffusion rate β, user churn rate γ) but also the effects of various marketing strategies when used individually or in combination. The results indicate that KOL marketing can significantly accelerate dissemination; high-quality content (q = 3.0) can enhance the effect of dissemination; remarketing (ρ = 0.2) can reduce user churn; and combined strategies can significantly increase peak user numbers compared to basic strategies. This study provides a systematic theoretical framework and quantitative decision-making tools for enterprises in formulating and optimizing online marketing strategies.