中文摘要：

企业网络社群中的顾客契合全面刻画了移动互联网情境下企业与顾客、顾客与顾客间持续性互动、互惠的价值关系。研究以社会偏好理论为基础，采用复杂网络演化博弈的方法，基于小世界网络和无标度网络分别构建企业网络社群中顾客契合的演化博弈模型，并使用MATLAB_8．3编程对网络社群中顾客契合演化均衡及机制进行模拟仿真。研究发现社会偏好对小世界和无标度网络社群中的顾客契合演化都存在规律性驱动作用，强社会偏好的效果更为显著，且两种网络社群中的顾客契合演化机制表现出明显差异性。研究为移动互联网情景下用户群体策略演化及收益分析奠定理论基础，并提出打造深度关系的网络社群、建立社会偏好的激励体系、实施社群的差异化管理等推进有效顾客契合管理的策略建议，从而实现企业平台的多方利益共赢。

英文摘要：

Customer engagement in the enterprise network communities depicts the durative value relationship of interaction and reciprocity between customers and enterprises or among customers in the mobile internet comprehensively. The study has built up the evolutionary game model of customer engagement in the enterprise network community for both small -world networks and scale -free networks respectively based on the social preferences theory and the evolutionary game method in complex networks, and applied the MATLAB_8.3 to simulate the driving mechanism of customer engagement. The study has found that social preferences played an important role in the customer engagement evolution for both small - world networks and scale - free networks, stronger social preferences had more obvious impacts, and the customer engagement evolution showed significant difference in the two networks. The study has established the theoretical foundation for the evolution of user group policy and the income analysis in the mobile internet. Furthermore, the paper put forward the management policy suggestions of effective customer engagement management, such as building network community with deep relationship, setting up the incentive system of social preferences, implementing differentiated management of community and so on, to achieve the win - win situation for the stakeholders within the enterprise platform.