Research On Brand Market Evolution Model And The Simulation Based On Multi-agent Modeling

Brand has been provided with the functions of identification, quality promise, quality assurance, advertisement, purchase inducement, psychological effect, asset, profit, competition, extend and value chain. Brand operation environment is now becoming more and more complex and brand research should orient to systems more complicated. Simple explanation and simplified liner model have been unable to depict non-liner transactions widely existed in brand operation. Consequently, multi-agent modeling is introduced in brand research to solve the brand evolution problems concerned by both the academia and the corporation.Firstly, the background, value and method of the paper are introduced and a retrospect of concepts, theories and tools referred to this research are given. Research vacancy rises after the analysis. Brand management involves full aspects and whole process and it is of great importance for effective brand management to pay close attention to brand market evolution.Secondly, analysis and design of brand market evolution model are launched, which include two models: brand communication model and brand market evolution model. The former model is deducted considering the factors enterprise input and people communication. The latter model simulates consumer purchase based on brand communication status given by the former model on the assumption that there are two brands and three stores of different scale in the market, and describes brand market evolution.Thirdly, the two models are implemented. Analysis is made due to different conditions according to proper management practice. Based on the brand communication simulation, five conclusions are given through the explore of input strength, consumer density, consumer type (brand preference or economy preference), brand perception and so on. Based on the brand market evolution model, which involves two brands and three stores, four conclusions are elicited.Conclusion and future research direction are given at last.