基于Agent消费者行为仿真计算模型构建

Computational Model of Agent-based Consumer Behavior Simulation

基于Agent消费者市场仿真研究前沿而复杂,目前国内研究较少。为了发展此项研究,构建了基于Agent消费者行为计算模型,通过科学地量化虚拟市场中消费者行为和营销策略关系的内在机理,努力使其达到可计算程度,此模型为未来的仿真模型实现和发展打下坚实的基础。该模型在基于Agent仿真技术背景下,利用效用方程为Agent设置微观规则,通过衡量商品营销组合对消费者的效用,进而达到模拟消费者的商品选择行为的目的。未来该计算模型还需要仿真平台实现以及开展复杂而漫长的验证过程。

Agent-based consumer behavior simulation is a new and complicated research, in which very few Chinese scholars involve. To develop it in China, the paper has built a computational model of agent-based consumer behavior simulation through scientifically converting to computational function with the micro mechanism of consumer behavior in relation to marketing strategies. The model framework plays an important role for future model implementation and improving. The model makes use of Agent-based simulation technology. The micro Agent rule is set based on utility equations to measure the utility of the product ＇s marketing mix and then simulate the consumer＇s consuming choice acts. In the future, the computational model need to be executed in the simulation platform and validated systematically.