双寡头竞争环境下新产品扩散的仿真分析  

Simulation Analysis of New Product Growth under Duopoly Market

作　　者：李锋[1] 魏莹[2] LI Feng;WEI Ying(School of Business Administration,South China University of Technology,Guangzhou 510640,China;Department of Business Administration,Jinan University,Guangzhou 510632,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510640 [2]暨南大学企业管理系,广东广州510632

出　　处：《工业工程与管理》2019年第3期147-156,共10页Industrial Engineering and Management

基　　金：国家自然科学基金面上资助项目(71572070)

摘　　要：鉴于竞争的市场环境更加普遍,以双寡头竞争背景下的新产品扩散为对象,采用多智能体建模方法分析了复杂社会关系网络下新产品扩散的过程和结果。通过多智能体仿真,对比分析了包括企业的外部影响因素、产品之间相互影响以及消费者之间社会关系网络对竞争产品的扩散的影响。仿真结果表明异质性较强的无标度网络能够放大优势企业和优势产品的领先优势。因此,线下社交网络更加适合水平差异化产品的扩散,而线上社交网络更适合垂直差异化产品的扩散。Since competing market is increasingly popular in the real world,a new product diffusion problem was addressed under a duopoly market environment.In order to explore diffusion process and final market share of new product growth,the methodology of multi-agent-based modeling was adopted to solve the problems.By multi-agent simulation approach,the impact of the external influence factor by the firms,the internal influence factor by interacted products,along with the internal influence by social network among consumers were analyzed.The simulation results uncover that the heterogeneity of scale-free social network will enlarge the dominated firm and the dominated product.Therefore,online social network is suitable for the products with the vertical differentiation,while offline social network is suitable for the products with the horizontal differentiation.

关 键 词：双寡头市场 BASS模型 小世界网络 无标度网络 多智能体建模与仿真 

分 类 号：TP391.3[自动化与计算机技术—计算机应用技术]