中文摘要：

采用基于复杂社会网络视角的新产品竞争微观扩散模型，应用计算实验的方法分析局部网络效应下用户基础、产品内在价值以及初始种子用户的选择等因素对产品竞争扩散的影响。研究结果表明，与全局网络效应不同的是，在局部网络效应中，影响新产品竞争扩散的关键因素不是用户基础而是社会网络中消费者的交互作用，该作用加快了信息传播、产品扩散的速度；产品自身内在价值的加大可以弥补局部网络效应强度较弱的产品竞争弱势。此外，选择hub节点作为初始种子用户将有利于产品的扩散并最终占有更有优势的竞争格局。

英文摘要：

This paper, by the micro diffusion model of new competition products, applies the method of computational exper- iments to analyze how the factors, such as user basis, the intrinsic value of the products and the selection of the initial seed users, influence the diffusion of competition products in the complex social networks. Result shows that the user bases will affect the competition diffusion of new products with local network effects, but the interaction between the customers from the social network is a more critical factor to reach a successful diffusion, which is different from the global network effects. Their interaction accelerates the speed of information spreading and product diffusion. The increasing of the products＇intrin- sic value can compensate for the competition weakness of the products whose strength of the local network effects is weaker. Furthermore, choosing the hub node as the initial seed user is helpful for the product to diffuse and occupy a more well com- petition situation.