A Research On Online And Offline Collaborative Promotion Strategies Of New Products Based On Agent

The development of e-commerce has entered a special period which becomes transformation and upgrading.More consumers are paying attention to the consumption of experience instead of the product itself,and more online companies continually explore the linkage effects which collaborate online and offline to attract more consumers,it has also become an important promoter of physical retail warming.The promotion process of new products by enterprises is also the process of innovation diffusion.So far as the products of innovative diffusion,scholars have made many achievements in the field of research.The research has revolved the perspective from the early macroscopic to the current microscopic.And inferring the trend of the innovative diffusion products through mathematical analytical equations advanced to reflecting the macro trends through the actions of a large number of microscopic individuals.Scholars have studied a variety of factors that affect the diffusion rate and depth of innovative products in online channels.However,there has less research on the diffusion of innovation which combined the online and offline channels.In light of the current status and future trends of the development of e-commerce in China,the enterprises,to closely follow the needs of market development,will continue to allocate and adjust their online and offline channel resources to find the optimal strategy to obtain consumers and profit.Based on the actual background,this article takes the resource allocation decision of online and offline channels in the e-commerce company's new product promotion process as the research object.Through the use of multi-agent simulation technology,a simulation model for the dual-channel promotion strategy of new enterprise products was established.Through the simulation of the micro-behavior of consumers,this article studies the influence of different influencing factors,such as critical distance,advertising reach rate,online platform service level,product quality factor,word-of-mouth adoption decision weight,and small-world connection number,on the optimal strategies of online and offline channel resource allocation during the promotion of new product promotion.The conclusions of this article are as follows: first,the influencing factors such as critical distance,advertising reach rate,online platform service level,product quality coefficient and other factors that can be controlled by enterprises can significantly affect the number of purchasers which the company obtains during the promotion period.Under the influence of these factors,the strategy for online and offline dual-channel promotion by companies is significantly better than that using only one channel;second,the factors as small-world connections,word-of-mouth adoption decision weights are related to consumers' own attributes can also have an impact on the new product promotion effect of both online and offline channel of the enterprise,which in turn affects the resource allocation strategy of the online channel and the offline channel of the enterprise.