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