为更加真实地反映病毒营销中信息的竞争传播,基于经典SIS病毒传播模型建立了一个具有部分交叉免疫的信息竞争传播模型,描述两种传播概率不同的既有合作又有竞争关系信息的传播过程。仿真结果表明:当两信息完全排斥时,支持“赢者通吃”的经典生态学结论;当两种信息间存在一定合作时,合作概率越大较弱病毒存活的规模越大,但弱病毒需要依靠与强病毒的合作而存在;网络度分布越异质越有利于合作。
In order to more truly reflect the competition and cooperation behavior in viral marketing, based on the classic propagation model SIS, a propagation model with partial cross-immunity is proposed. The model describes the propagation of two viruses which enjoy both cooperative and competitive relationship and have different propagation probability. Further, we in depth study two kinds of viral marketing information propagation characteristics with different network structure. Simulation results show that there is a phase transition: If the competition is harsh, then we can get the same results as classic ecology studies i.e. ‘winner takes all’; otherwise, the weaker information will survive. And the higher the probability of cooperation is the greater scale the weaker virus survives in. Simulation results also show that the weaker virus can survive only when it cooperates with the stronger one. Heterogeneous distribution of degree is conducive to cooperation.
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