基于Agent的多产品扩散仿真研究

第1章 绪论··········································································································1

1.1 研究背景及意义······················································································1

1.2 研究进展·································································································3

1.2.1 多产品扩散模型··········································································4

1.2.2 线上口碑对扩散过程的影响·······················································6

1.2.3 社交网络对扩散过程的影响·······················································8

1.2.4 研究进展述评··············································································9

1.3 研究内容·······························································································10

1.3.1 消费者决策分析········································································10

1.3.2 多代产品扩散仿真····································································11

1.3.3 多品牌产品扩散仿真································································12

1.3.4 多品牌多代产品扩散仿真·························································12

1.4 研究思路及方法····················································································12

1.4.1 消费者决策分析········································································12

1.4.2 多代产品扩散仿真····································································13

1.4.3 多品牌产品扩散仿真································································13

1.4.4 多品牌多代产品扩散仿真·························································14

1.5 主要创新·······························································································14

1.6 本章小结·······························································································15

第2 章 相关理论与技术·····················································································16

2.1 效用理论·······························································································16

2.1.1 概述···························································································16

2.1.2 效用函数的由来········································································16

2.1.3 消费者偏好················································································17

2.1.4 效用函数的类型········································································18

2.1.5 边际效用····················································································19

2.1.6 期望效用····················································································20

2.1.7 间接效用····················································································21

2.1.8 预算约束····················································································21

2.2 模糊集理论····························································································22

2.2.1 概述···························································································22

2.2.2 概念定义····················································································23

2.2.3 模糊逻辑····················································································25

2.3 网络科学·······························································································28

2.3.1 概述···························································································28

2.3.2 网络属性····················································································29

2.3.3 网络模型····················································································32

2.4 ABMS理论与技术················································································35

2.4.1 什么是Agent ·············································································35

2.4.2 基于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 本章小结·······························································································44

第3章 消费者决策分析··················································3