【導(dǎo)讀】通過系統(tǒng)地回顧復(fù)雜網(wǎng)絡(luò)理論在不同的發(fā)展階段，本章從微博營。他社交網(wǎng)絡(luò)之間的差異，指出了復(fù)雜網(wǎng)絡(luò)理論所無法解釋的問題。為運(yùn)用復(fù)雜網(wǎng)絡(luò)理論有效地分析微博營銷提并為之供理論依據(jù)。趣，但相關(guān)文件還是分散的，不方便做深入的研究。作是一個節(jié)點(diǎn)，并且在不同的節(jié)點(diǎn)之間的連接可以被看作是一個邊緣。微博社交網(wǎng)絡(luò)的內(nèi)在關(guān)系，屬于典型的復(fù)雜網(wǎng)絡(luò)范疇。復(fù)雜網(wǎng)絡(luò)理論可以追溯到小世界和無標(biāo)度網(wǎng)絡(luò)模型的誕生開始。為微博營銷提供了網(wǎng)絡(luò)分析工具和信息傳播的解釋。真正的網(wǎng)絡(luò)具有高聚類系數(shù)和低水平的路徑長度。的網(wǎng)絡(luò)有度分布遵循指數(shù)分布和冪律。徑長度，標(biāo)度分布的冪律，和無標(biāo)度特性。控制感染閾值來控制病情。SIS模型用于可免疫的疾病。結(jié)構(gòu)的原因疾病爆發(fā)后將分層從大的節(jié)點(diǎn)傳播到小的節(jié)點(diǎn)。劉先生等人表明群落。交圈找到意見領(lǐng)袖，從而制定具體的社會戰(zhàn)略，以實(shí)現(xiàn)鄰居效應(yīng)和本地的學(xué)習(xí)，關(guān)系突破現(xiàn)實(shí)世界的有限范圍。博營銷的范圍和有效性。

　　

【正文】 factors. PastorSatorras et al. propose the target immunization solution to give protection priority to larger degree node according to SIS scalefree work model. This suggests the importance of cooperation with the large influential IDs as opinion leaders in microblogging marketing. Remarkably, the large influential IDs are usually considered as large followers’ IDs on the microblog platform that can be seen from the microblog database. The trouble is, as scarce resources, the large influential IDs have a higher cooperative cost, but the large followers’ IDs are not all large influential IDs due to the online public relations behaviors such as follower purchasing and watering. This problem is more plicated than simply the epidemic model. Existing Microblogging Marketing Problems Unsolved by the Complex Network Theory The plex work theory can be applied in behavior dynamics, risk control, anizational behavior, financial markets, information management, etc.. Microblogging marketing can learn the analytical method and operational guide from these applications, but the plex work theory cannot solve all the problems of microblogging marketing, mainly: 1. The plexity and diversity of microblogging marketing process cannot pletely be explained by the plex work theory. Unlike the natural lifelike virus, individuals on microblog are bounded rational, therefore, the decisionmaking processes are impacted by not only the neighbor effect and external environment but also by individuals’ own values, social experience, and other subjective factors. This creates a unique automatic filtering mechanism of microblogging information dissemination: information recipients reply and retweet the tweet or establish and cancel contact only dependent on their interests, leading to the plexity and diversity. Therefore, interactionworthy topics are needed in microblogging marketing, and the effective followers’ number and not the total followers’ number of ID is valuable. This cannot be seen in disease infection. 2. There are differences in work characteristics between microblog work and the real interpersonal social work. On one hand, the interpersonal social work is different from the natural social work in six points: (1) Social work has smaller work diameter and average path length。 (2) social work has higher clustering coefficient than the samescale ER random work。 (3) the degree distribution of social work has scalefree feature and follows powerlaw。 (4) interpersonal social work has positive correlation of node degree distribution but natural social work has negative。 (5) local clustering coefficient of the given node has negative correlation of the node degree in social work。 (6) social work often has clear munity structure. Therefore, the results of the natural social work are not all fit for the interpersonal social work. On the other hand, as the online interpersonal social work, microblog has negative correlation of the node degree distribution which is opposite to the real interpersonal social work. This means the results of the real interpersonal social work are not all fit for microblogging marketing. 3. There is still a conversion process from information dissemination to sales achievement in microblogging marketing. Information dissemination on microblog can be explained by the plex work models such as the epidemic model, but the conversion process from information dissemination to sales achievement cannot be simply explained by the plex work theory, due to not only individual’s external environment and neighborhood effect, but also consumer’s psychology and willingness, payment capacity and convenience, etc.. According to the operational experience, conversion rate, retention rates, residence time, marketing topic design, target group selection, staged operation program, and other factors are needed to be analyzed by other theories. Above all, microblogging marketing which attracts the booming social attention cannot be analyzed by regular research theories. However, the plex work theory can provide the analytical method and operational guide to microblogging marketing. It is believed that microblogging marketing on the plex work theory has a good study potential and prospect from both theoretical and practical point of view.