基于多主体仿真的创新扩散模型研究——对企业创新产品营销战略的探讨

区别于现有创新扩散模型,本文提出的基于multi-agent仿真方法的模型,考虑了个体异质性及移动性的特征。模型认为个体在决策是否接受一项创新产品时,主要考虑两方面的因素:一是衡量产品质量是否达到要求;二是衡量周围与其相联结的社会网络中人群的影响。模型用NetLogo仿真软件运行,其仿真结果论证了产品刚刚投放市场时应适当加大广告强度,而随着市场占有率的增加可以适当降低广告强度。同时,本文也讨论了人口密集度、产品特性和个体的社会影响阈值等因素对创新扩散的影响,并提出了相应的营销策略。

Innovation Diffusion Model Based on Multi-agent System: Research on Marketing Strategy of New Products

Distinguishing from present innovation diffusion models,this paper proposes a model based on multi-agent simulation methods,takes individuals' heterogeneity and movement nature into account.The model figures out that when each agent has to decide whether to accept an innovation product,he mainly considers two aspects:first,whether the quality of the product reaches the requirement;second,calculate the influence of the mass around him.The NetLogo software is applied to simulate the model,and the result demon...