《基於Agent的多產品擴散仿真研究》是2022年電子工業出版社出版的圖書，作者是喬健。
基本介紹
- 中文名： 基於Agent的多產品擴散仿真研究
- 作者：喬健
- 出版社： 電子工業出版社
- 出版時間：2022年
- 頁數：180 頁
- 定價：79 元
- 開本：16 開
- ISBN： 9787121430800
內容簡介,圖書目錄,
內容簡介
同類多產品並存擴散是一種很普遍的市場現象，如智慧型手機、平板電腦、新能源汽車等。因此，掌握多產品擴散規律不僅對於企業制定研發計畫和行銷策略十分重要，對於消費者選購產品也很有參考價值。對多產品擴散模型的研究有巨觀和微觀兩種建模方法。基於巨觀建模方法的多產品擴散模型已經有很多，但是這種模型存在一個很大的弊端，就是無法從微觀層面解釋巨觀擴散結果，這嚴重限制了巨觀模型的套用。另外，目前基於微觀建模方法的多產品擴散模型還非常少，品牌競爭與代際替代並存的多產品擴散模型還未出現，而且僅有的少數模型均未經真實銷售數據驗證，只適用於理論分析，套用價值有限。基於上述情況，筆者用微觀建模與仿真方法系統研究了3種情形下的多產品擴散問題。
圖書目錄
第1章 緒論··········································································································1
1.1 研究背景及意義······················································································1
1.2 研究進展·································································································3
1.2.1 多產品擴散模型··········································································4
1.2.2 線上口碑對擴散過程的影響·······················································6
1.2.3 社交網路對擴散過程的影響·······················································8
1.2.4 研究進展述評··············································································9
1.3 研究內容·······························································································10
1.3.1 消費者決策分析········································································10
1.3.2 多代產品擴散仿真····································································11
1.3.3 多品牌產品擴散仿真································································12
1.3.4 多品牌多代產品擴散仿真·························································12
1.4 研究思路及方法····················································································12
1.4.1 消費者決策分析········································································12
1.4.2 多代產品擴散仿真····································································13
1.4.3 多品牌產品擴散仿真································································13
1.4.4 多品牌多代產品擴散仿真·························································14
1.5 主要創新·······························································································14
1.6 本章小結·······························································································15
第2 章 相關理論與技術·····················································································16
2.1 效用理論·······························································································16
2.1.1 概述···························································································16
2.1.2 效用函式的由來········································································16
2.1.3 消費者偏好················································································17
2.1.4 效用函式的類型········································································18
2.1.5 邊際效用····················································································19
2.1.6 期望效用····················································································20
2.1.7 間接效用····················································································21
2.1.8 預算約束····················································································21
2.2 模糊集理論····························································································22
2.2.1 概述···························································································22
2.2.2 概念定義····················································································23
2.2.3 模糊邏輯····················································································25
2.3 網路科學·······························································································28
2.3.1 概述···························································································28
2.3.2 網路屬性····················································································29
2.3.3 網路模型····················································································32
2.4 ABMS理論與技術················································································35
2.4.1 什麼是Agent ·············································································35
2.4.2 基於Agent的模型····································································36
2.4.3 Repast Symphony建模仿真平台···············································38
2.4.4 Mesa建模仿真框架···································································41
2.5 本章小結·······························································································44
第3章 消費者決策分析·····················································································46
3.1 購買決策分析························································································46
3.1.1 消費者屬性················································································46
3.1.2 產品屬性····················································································49
3.1.3 社會環境····················································································53
3.2 評論決策分析························································································55
3.3 本章小結·······························································································55
第4章 多代產品擴散仿真·················································································57
4.1 多代產品擴散模型設計········································································57
4.1.1 多代產品子模型········································································57
4.1.2 消費者Agent子模型·································································58
4.1.3 社交網路子模型········································································67
4.1.4 總體框架····················································································67
4.2 多代產品擴散仿真實驗········································································68
4.2.1 模型驗證····················································································68
4.2.2 敏感性分析················································································74
4.2.3 購買者動力學分析····································································86
4.2.4 延伸討論····················································································88
4.3 本章小結·······························································································88
第5章 多品牌產品擴散仿真·············································································90
5.1 多品牌產品擴散模型設計····································································90
5.1.1 多品牌產品子模型····································································90
5.1.2 消費者Agent子模型·································································91
5.1.3 社交網路子模型········································································96
5.1.4 總體框架····················································································97
5.2 多品牌產品擴散仿真實驗····································································97
5.2.1 模型驗證····················································································98
5.2.2 敏感性分析··············································································101
5.2.3 購買者動力學分析··································································117
5.2.4 延伸討論··················································································122
5.3 本章小結·····························································································123
第6章 多品牌多代產品擴散仿真···································································125
6.1 多品牌多代產品擴散模型設計···························································125
6.1.1 多品牌多代產品子模型··························································125
6.1.2 消費者Agent子模型·······························································126
6.1.3 社交網路子模型······································································131
6.1.4 總體框架··················································································132
6.2 多品牌多代產品擴散仿真實驗···························································136
6.2.1 模型驗證··················································································136
6.2.2 敏感性分析··············································································141
6.2.3 購買者動力學分析··································································146
6.2.4 延伸討論··················································································150
6.3 本章小結·····························································································151
第7章 總結與展望··························································································153
7.1 總結·····································································································153
7.2 展望·····································································································155
參考文獻··············································································································157
