社会化商务中基于异质数据的客户共同创造价值测度方法研究

Social commerce is a current business model for electronic commerce. In social commerce, customers actively participate in business activities and co-create business values in the process of interpersonal interactions. Measuring customer co-creation value using heterogeneous data in social commerce is a cutting-edge research topic with theoretical meaning. The project can provide companies with decision support in one-to-one marketing and personalized recommendation. The main research contents of the project include: the theoretical framework for measuring customer co-creation value using heterogeneous data, methods for identifying customer interpersonal influential behavior using heterogeneous data and for predicting customer purchase behavior considering interpersonal influential behavior, and models for measuring customer co-creation value considering interpersonal influential and purchase behavior in social commerce. Furthermore, methods for measuring customer co-creation value will be applied to practical social commerce platforms in China. The research objects of the project are to propose methods for measuring customer co-creation value using heterogeneous data in social commerce and obtain high-level and creative research fruits.

社会化商务是新兴电子商务模式。社会化商务中，客户主动参与商务活动并在其人际交互过程中共同创造商业价值。本项目研究社会化商务中基于异质数据的客户共同创造价值测度方法，是具有理论意义的前沿课题，能够为企业进行一对一营销和个性化推荐提供决策支持。本项目的主要研究内容包括：社会化商务中基于异质数据的客户共同创造价值测度理论框架、社会化商务中基于异质数据的客户人际影响行为识别方法、考虑人际影响行为的客户购买行为预测方法和基于影响和购买行为的客户共同创造价值测度模型。进一步，以我国若干具有代表性的社会化商务平台为实际背景，进行有针对性的应用研究。本项目的研究目标是：提出社会化商务中基于异质数据的客户共同创造价值测度方法，取得高水平的创新性研究成果。

社交媒体与社会化商务环境下的客户影响力识别与终身价值预测是商务分析与电子商务企业客户管理的重要内容。在理论与方法研究方面，提炼并形成了科学的、有理论和实际价值的考虑异质信息的客户行为预测与社会影响力识别问题，提出了考虑多样异质信息的客户反应建模、交叉销售预测与产品推荐建、社会影响力识别方法。本项目的研究对于丰富和发展社交媒体和社会化商务环境下的客户分析方法具有一定的理论意义，并且能够为企业开展个性化推荐、交叉销售、客户终身价值预测等活动提供决策支持。本项目的主要成果包括项目负责人在《European Journal of Operational Research》上以第一作者发表论文3篇。