Simulation Research for the Complex System of Brand Communication Based on Multi-agent Modeling
The paper introduces computer modeling and simulation into a typical complex system, brand communication system, builds the conceptual model of brand communication based on multi-agent modeling method, and defines analysis variables and metric formulation of brand communication system. Four brand communication conclusions are deduced through the brand communication simulation with different consumer density and investment level assumptions: in condition of fixed consumer density, equilibrium is more quickly achieved with higher investment level; in condition of fixed brand investment level, better communication effect is achieved with higher consumer density; in condition of fixed brand investment level, consumers brand awareness is steadier with higher consumer density; in condition of fixed consumer density, consumers brand awareness is steadier with higher consumer density.
Multi-agent Complex System of Brand Communication Simulation
Wang Xingyuan Zhang Peng Yu Wei
School of Management, Shandong University, Jinan,P.R.China,250100
国际会议
天津
英文
2007-10-20（万方平台首次上网日期，不代表论文的发表时间）