Research On New Product Advertising Modes Based On Multi-agent Simulation

The company's advertising decision-making plays an important role in the process of launching new products,which helps consumers to quickly know and adopt new products,but not all advertisements can achieve the desired results,and the actual cost-effectiveness of corporate advertising is low.Similarly,although there are many studies on advertising,the relevant innovation diffusion model rarely studies the changes in the advertising of new products.Therefore,this paper studies the impact of different advertising modes on the diffusion of new products,and analyzing whether there is a difference in the diffusion of new products under different advertising modes,it can theoretically enrich relevant research,and can also provide guidance for enterprises to optimize advertising decision-making.This paper builds a multi-agent simulation model that includes the enterprise and consumer subjects.The main subject of the enterprise is mainly embodied in the advertising mode.According to the ad delivery intensity and ad scheduling criteria can be divided into four categories: horizontal blitz advertising mode,horizontal even advertising mode,horizontal pulsing advertising mode and pulsing drop advertising modes.Different advertising modes can be expressed by using the ad scheduling and ad serving strength parameters.The consumer subject is embodied in the consumer micro-decision process and the consumer subject classification.In this process,consumers have different decision-making stages,and consumers make state changing according to the decision-making.According to the state of the consumer,it can be divided into different types.The factors that influence the change of consumer status are mainly advertising and interpersonal interactions.These influencing factors can also be parameterized to represent the probability of changes in consumer status by using mathematical models.Finally,the new product adoption rate and net present value measurement indicators were selected to measure the impact of different advertising modes on the diffusion process and results of new products.The simulation experiments in this paper are divided into a single innovative product diffusion scenario and two competitive new product diffusion scenarios.The experimental results of the diffusion situation of a single innovative product show that different advertising modes have an impact on the diffusion of new products of different quality,and the diffusion results of high-quality new products are relatively better than those of low-quality new products.The experimental results of two kinds of competitive diffusion scenarios of the same quality show that enterprises can narrow the gap with competitors and even gain competitive advantage through reasonable ad placement decisions.The experimental results of two heterogeneous competitive innovation diffusion scenarios show that the gap between high-quality new products and low-quality new products under different advertising delivery modes is different,but the adoption rate and net present value of high-quality new products are higher than low.It can be seen that the quality of new products is also an important factor in improving the economic efficiency of enterprises.There are two main conclusions of the basic research.First,different advertising models will affect the process and results of new product diffusion,and there are differences in the process and results of new product diffusion under different advertising models.Second,in the research of this paper,the different advertising delivery modes are ranked according to the positive impact on new product adoption rate and net present value: pulsing drop advertising mode,horizontal blitz advertising mode,horizontal pulsing advertising mode and horizontal even advertising mode.The research in this paper shows that the change of advertising mode has an important impact on the diffusion of new products.The more subdivided advertising mode and diffusion scenario research demonstrates the necessity and possibility of optimizing advertising strategy on the theoretical level.In the real situation,enterprises should recognize the multiple selectivity of the advertising model and adopt a reasonable advertising strategy according to the actual economic revenue and expenditure and the competitive environment.