Strategies of Optimizing Sampling Targets for New Product Based on Complex Networks
基于复杂网络的新产品赠样目标优化策略

Sampling is one of the most common promotion tools and which can increase short-term sales and long-term market share.It is necessary to optimize targets because sampling of new products is very expensive.In this paper,we present an approach-Hub Sampling Strategy to choose sampling targets.The proposed strategy means that we should target hub nodes in adoption networks.Then we have studied the effects of Hub Sampling Strategy and how the implementation contexts affect the improvement effects by applying the method of complex networks.Our results show that applying Hub Sampling Strategy can improve the market share evidently compared with sampling randomly.Furthermore,the implementation contexts of that strategy have moderated the improvement effects.Specifically,the Replacing Market is more fitting to apply the strategy than Original Market;the improvement effects maximize when the adoption network is in middling heterogeneity;and the improvement effects are better when the rate of sampling is lower.Our research results are helpful for managers to develop more effective sampling strategy for the diffusion of a new product.