多维兴趣图谱建模下的社会化营销精准“推送-扩散”研究：兴趣表征、用户聚合与匹配扩散

粗放、泛滥的营销传播是现阶段社会化营销中，困扰企业、用户、平台三方的一个突出问题。如何实现社会化营销从简单的“关系营销”向精准的“兴趣营销”转变？项目融合营销科学与信息科学基础理论方法，以多维用户兴趣图谱建模为切入点，探索社会化营销精准“推送-扩散”中的系列关键问题，包括：综合用户自身社交行为与社交关系影响，建立基于用户多维兴趣表征的兴趣图谱模型；进一步地，设计相似兴趣测度指标对用户聚合计算，进而构建不同的虚拟兴趣社区；营销成本、预算等相关资源约束下，设计贪婪策略算法，甄别初始营销信息“推送”中的高影响力“种子用户”；采用推荐对象驱动下的逆向排序查询方法，设计从“营销信息”到“用户兴趣”间的快速响应、精准匹配的扩散算法。相关研究尚处于起步阶段，项目将从理论研究、模型构建到算法设计，构成系统性研究体系。同时，项目成果也将为精准社会化营销实践，提供有力的方法支持与决策辅助。

At present，the extensive and inundant marketing dissemination in Social Marketing is a prominent issue, which troubled enterprises, users and platforms. How to realize the transformation of Social Marketing from the simple, extensive “relationship marketing” to precise “interest marketing”? The project integrates the basic theories and methods in Marketing Science and Information Science, and then with the breakthrough point of modeling multidimensional user interest graph, explores the serial key problems in accurate “pushing-diffusing” of Social Marketing, including: combining user's social behaviors and influences from social relationships and constructing the model of multidimensional user interest graph based on multidimensional interest presentation; furthermore, designing similar interest measures to cluster users with similar interests, and then building different virtual interest communities; under the constraints of marketing costs, budget and other related resources, designing greedy strategy algorithm to identify the “seed users” with higher influence in the initial stage of marketing information pushing; Last, adopting the reverse sorting query method driven by recommendation object and designing the precise algorithm for matching from “marketing information” to “user interest” in the stage of marketing diffusion. The related research at home and abroad is still in the initial stage. Then this project will build a systematic research system from three levels of theoretical study, model construction and algorithm design. Meanwhile, the achievements of this project will provide appropriate and powerful method support and decision aid in the precise social marketing practices.