摘要鉴于微博平台是现代社会互动交流的基本途径以及其极具特色的发布广告方式。 本文将微博平台企业与领袖用户在是否发布广告博弈过程中的收益、成本和奖金等因 素纳入其合作收益中。构建微博平台企业与领袖用户之间博弈支付矩阵，通过演化博 弈的方法求得微博平台企业与领袖用户博弈的均衡解，并用实际案例详细分析了成本、 奖金和罚金的不同变化对企业与用户博弈结果的影响。研究表明：（1）当微博平台企 业查处成本高于其发布广告获得的收益时，无论领袖用户采取哪种策略，微博平台企 业都不会查处领袖用户。微博平台企业选择查处的意愿逐渐降低；（2）当微博平台企 业的查处成本、运营成本等小于微博用户的广告收益时，微博平台企业都会选择查处。

（3）当其他因素不变时，领袖用户支付给微博平台企业的罚金逐渐变多时，微博平台 企业收益变得越大。微博平台企业选择查处策略的意愿增强。（4）当其他因素不变时， 微博平台企业支付给领袖用户的奖金越多，微博平台企业自身的收益大大减少。微博 平台选择查处的意愿逐渐降低。95141

毕业论文关键字：动态关系；演化博弈；支付矩阵；均衡解

A Study on the Evolutionary Game of Dynamic Relationship between Enterprise and Leader in Microblogging Platform

Abstract In view of microblogging platform is the basic way of modern social interaction and its unique way of advertising。 This article will be microblogging platform enterprises and leaders in the release of advertising game in the process of income, cost and bonus and other factors into its payment matrix。 The paper analyzes the game payment matrix between the enterprise and the leader user, and obtains the equilibrium solution of the microblogging platform enterprise and the leader user's game through the evolutionary game method, and analyzes the different changes of the cost, the bonus and the fine with the actual case, the effect of user game results。 The research shows that: (1) When the microblogging platform enterprises to investigate and deal with the higher than the cost of its advertising, regardless of the strategy adopted by the leaders of the strategy, microblogging platform companies will not investigate the leader of the user, microblogging platform enterprises choose to investigate and deal with the will。 (2) when the microblogging platform enterprises to find out the cost of operating costs less than microblogging users of advertising revenue, microblogging platform companies will choose to investigate and deal with。 (3) When other factors remain unchanged, the leader of the user to pay microblogging platform for the gradual increase in fines, microblogging platform business benefits become larger, microblogging platform companies choose to investigate and deal with the strategy to enhance。 (4) When other factors remain unchanged, microblogging platform enterprises to pay more to the leader of the user's bonus, microblogging platform for their own business greatly reduced the benefits of microblogging platform to selectively investigate and deal with the intention to gradually reduce。

Keyword: dynamic relation; evolutionary game; payment matrix; equilibrium solution

目 录

1 绪论 4

1。1 研究目的和意义 4

1。2 国内外研究动态综述 4

1。2。1 微博特性方向研究 4

1。2。2 从营销角度来看微博平台和用户的动态关系 5

1。2。3 演化博弈论理论在企业和用户动态关系研究中的应用