基于Agent的多產(chǎn)品擴散仿真研究

定　價：￥79.00

作　者：	喬健
出版社：	電子工業(yè)出版社
叢編項：
標　簽：	暫缺

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ISBN：	9787121430800	出版時間：	2022-03-01	包裝：	平裝-膠訂
開本：	128開	頁數(shù)：	180	字數(shù)：

內(nèi)容簡介

　　同類多產(chǎn)品并存擴散是一種很普遍的市場現(xiàn)象，如智能手機、平板電腦、新能源汽車等。因此，掌握多產(chǎn)品擴散規(guī)律不僅對于企業(yè)制定研發(fā)計劃和營銷策略十分重要，對于消費者選購產(chǎn)品也很有參考價值。對多產(chǎn)品擴散模型的研究有宏觀和微觀兩種建模方法?；诤暧^建模方法的多產(chǎn)品擴散模型已經(jīng)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宏觀擴散結(jié)果，這嚴重限制了宏觀模型的應(yīng)用。另外，目前基于微觀建模方法的多產(chǎn)品擴散模型還非常少，品牌競爭與代際替代并存的多產(chǎn)品擴散模型還未出現(xiàn)，而且僅有的少數(shù)模型均未經(jīng)真實銷售數(shù)據(jù)驗證，只適用于理論分析，應(yīng)用價值有限。基于上述情況，筆者用微觀建模與仿真方法系統(tǒng)研究了3種情形下的多產(chǎn)品擴散問題。

作者簡介

　　喬健，西北工業(yè)大學管理學院副教授、碩士生導師。2006年12月于西安交通大學獲得管理學博士學位。2013年12月赴美國亞利桑那大學埃勒管理學院訪學1年。2015~2018年任信息管理系主任。兼任信息系統(tǒng)協(xié)會中國分會、陜西省應(yīng)急管理學會和陜西省軟科學研究會理事。擔任European Journal of Operational Research、IEEE Transactions on Systems， Man and Cybernetics、Fuzzy Sets and Systems、IEEE/CAA Journal of Automatica Sinica、西安交通大學學報（自然版）、中國公路學報、長安大學學報（自然科學版）、南京航空航天大學學報（英文版）、系統(tǒng)仿真學報等期刊的匿名審稿人。

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(chǎn)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(wǎng)絡(luò)對擴散過程的影響·······················································8
1.2.4 研究進展述評··············································································9
1.3 研究內(nèi)容·······························································································10
1.3.1 消費者決策分析········································································10
1.3.2 多代產(chǎn)品擴散仿真····································································11
1.3.3 多品牌產(chǎn)品擴散仿真································································12
1.3.4 多品牌多代產(chǎn)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(chǎn)品擴散仿真····································································13
1.4.3 多品牌產(chǎn)品擴散仿真································································13
1.4.4 多品牌多代產(chǎn)品擴散仿真·························································14
1.5 主要創(chuàng)新·······························································································14
1.6 本章小結(jié)·······························································································15
第2 章相關(guān)理論與技術(shù)·····················································································16
2.1 效用理論·······························································································16
2.1.1 概述···························································································16
2.1.2 效用函數(shù)的由來········································································16
2.1.3 消費者偏好················································································17
2.1.4 效用函數(shù)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(yù)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(wǎng)絡(luò)科學·······························································································28
2.3.1 概述···························································································28
2.3.2 網(wǎng)絡(luò)屬性····················································································29
2.3.3 網(wǎng)絡(luò)模型····················································································32
2.4 ABMS理論與技術(shù)················································································35
2.4.1 什么是Agent ·············································································35
2.4.2 基于Agent的模型····································································36
2.4.3 Repast Symphony建模仿真平臺···············································38
2.4.4 Mesa建模仿真框架···································································41
2.5 本章小結(jié)·······························································································44
第3章消費者決策分析··················································3