在信息传播动力学及传统SIR epiDEM模型的基础上,结合社会网络营销的特点构建改进的SIR epiDEM信息传播模型.将消费者自身特性、消费者之间关系、市场的划分、消费者不同市场间的移动以及竞争者的影响等五个要素融入到构建的模型当中.通过Netlogo软件先后进行了包括44个子实验的四组仿真试验,研究市场规模、感染率、直接免疫率、恢复率、信息的存活时间、自我隔离发生率及竞争者数量7个因素的变化对社会网络营销有效性的影响.实验结果显示:市场规模、感染率、信息的存活时间的增加在一定条件下能够提高社会网络营销的有效性,而直接免疫率、恢复率、自我隔离率、竞争者在一定条件下对社会网络营销的有效性具有削弱作用,尤其是恢复率和竞争者的数量削弱作用更为明显.最后,结合试验结果从市场规模、营销强度、消费者特征、竞争者及其影响等四个方面归纳出提高社会网络营销有效性的策略. Based on the information dissemination dynamics and the traditional SIR epiDEM model, an improved SIR epiDEM information dissemination model is constructed based on the characteristics of social network marketing, and the characteristics of consumers, the relationship among consumers, the market segmentation, And the influence of competitor into the constructed model.The Netlogo software has conducted four sets of simulations including 44 sub-experiments in succession to study the effects of market size, infection rate, direct immunization rate, recovery rate, information Survival time, the incidence of self-isolation and the number of competitors. The results show that the increase of market size, infection rate and survival time of information can improve social network marketing The direct immunity rate, the recovery rate and the self-isolation rate, the competitors under certain conditions have a weakened effect on the effectiveness of social network marketing, especially the recovery rate and the number of competitors weakened more obvious.Finally, Combined with the test results from the market size, marketing intensity, consumer characteristics, competitors and their impact And other four aspects to sum up the strategy of improving the effectiveness of social network marketing.