Simulation research for the complex system of brand communication based on multi-agent modeling (ID:F-066)

The paper introduces computer modeling and simulation into a typical complex system, brand communication system, builds the conceptual model of brand communication based on multi-agent modeling method, and defines analysis variables and metric formulation of brand communication system. Four brand communication conclusions are deduced through the brand communication simulation with different consumer density and investment level assumptions: in condition of fixed consumer density, equilibrium is more quickly achieved with higher investment level; in condition of fixed brand investment level, better communication effect is achieved with higher consumer density; in condition of fixed brand investment level, consumer's brand awareness is steadier with higher consumer density; in condition of fixed consumer density, consumer's brand awareness is steadier with higher consumer density.