工业技术经济2018，Vol.37Issue(7)：3-9,7.DOI:10.3969/j.issn.1004-910X.2018.07.001
网络环境差异下的新产品扩散多智能体仿真
Research on Multi-Agent Simulation on New Product Diffusion under Different Network Environment
摘要
Abstract
Based on the perspective of complex network, the problem of new product diffusion is discussed on a microscopic level. First, the customer decision-making behavior model is designed combined with psychology, sociology, game theory and oth-er relative theories. An intelligent learning method is applied to accomplish the interactions of customers' decision-making behav-iors. Then, the muti-agent simulation model is implemented on the software Anylogic, considering local network effects and global network effect, the regularity and characteristics of consumer decision making evolution under different network structures are ex-plored, the study finds that: ①the overall trend of consumer decision-making is basically the same under the difference of network structure and network effect; ②under the global network effects, the diffusion rate of scale-free network is the fastest, and under the local network effects, the diffusion rates of the small-world networks and scale-free networks are obviously lags behind that of the random network; ③the small-world networks and scale-free networks information transmission ability is strong, can obtain a better spread the results; ④due to the degree distribution heterogeneity of the scale-free network, the volatility of group decision making is very obvious compared with small-world network and random network, especially under the local network effect.关键词
复杂网络/新产品扩散/多智能体仿真/消费者决策/个体决策行为模型/网络度分布Key words
complex network/new product diffusion/muti-agent simulation/consumer's decision/individual decision behavior model/network degree distribution分类
管理科学引用本文复制引用
林杰,李岩峰,岳翔宇,聂规划..网络环境差异下的新产品扩散多智能体仿真[J].工业技术经济,2018,37(7):3-9,7.基金项目
国家自然科学基金"社交媒体中用户创新价值度测量模型及互动创新管理方法研究" (项目编号:71672128) （项目编号:71672128）
中央高校基本科研业务费专项"基于大数据的社交网络传播机理与模型研究" (项目编号:1200219368). （项目编号:1200219368）
