THE MODELING AND SIMULATION ON BRAND ECOSYSTEM COMMUNICATION AND EVOLUTION IN REGIONAL MARKET BASED ON COMPLEX MULTI-AGENT MODELING

摘要

The interaction mechanism among some brand enterprises, distributors and consumers in a regional market is discussed and then the brand ecosystem communication and evolution model is given. The simulation of the model is implemented taking a brand enterprise in the regional market of Jinan City as an example and the results show that there is no sales for brand enterprise if the regional market is restricted by the goverment or not planed in the enterprise strategy, that large emporsiums have significant influence to sales, that name brand has strong positive influence to sales compared with common brand, name brand privides enterprise with immense competitiveness, that narrowest disparity will lead to more bigger difference in sales and accelerating growing speed to become the brand leader should be awared during brand fostering, that there is a notable prejudice by first impressions for brand in regional market.