The Research Of Firms’ Technological Innovation Strategy Under The Complex And Turbulent Environment Based On Computational Experiments

At present,with the rapid development of mobile Internet technology,the consumers’ web comment and the social network of consumers directly affects the consumers’ purchasing habits,preferences and behaviors,once the firms’ products can’t effectively meet the needs of consumers,consumers will quickly turn to competitors,and thus also influences other consumers’ buying and decision-making behavior.With the help of mobile Internet,firms who effectively meet the needs of consumers can quickly occupy the market,Therefore,in order to effectively deal with the complex and dynamic environment,firms are actively take various measures to improve and expand the product function to respond to changes in consumer behavior,and thus then get stronger market competitiveness,but the product function expansion increases the product complexity.At present,the main technology innovation strategies of firms are the incremental innovation strategy,the radical innovation strategy and the imitative innovation strategy.But in a turbulent and complex environment,the decision of firms’ technology innovation strategy is influenced by various factors,such as relevant to the enterprise itself,relevant to the consumers,relevant to the technical environment,relevant to the market and so on.Therefore,it is necessary to consider the influence of many factors on the decision of technological innovation strategy.At first,under the homogeneous consumer preferences condition,this paper firstly studies the impact of product complexity,the degree of market competition and technological innovation ability on incremental innovation strategy,imitative innovation strategy and radical innovation strategy,Based on multi-agent modeling,constructing the technical environment agent,the firm agent and the market agent.The experimental results showed that under the static technological environment and homogeneous consumer preference condition,imitative innovation strategy has second-mover advantage and radical innovation strategy will lose first mover advantage,incremental innovation strategy is a kind of weak strategy.And analysis from innovation strategy,to innovation content,to market strategy and to market performance,the imitative innovation strategy chooses process innovation to reduce variable production cost,thus the implementation of small profits market strategy,radical innovation strategy relies on product innovation and continuously improve the quality of products,thus the implementation of high quality market strategy.The technological innovation ability has a positive impact on the imitative innovation strategy through strengthening the process innovation,and the degree of market competition and product complexity has a positive impact on radical innovation strategy by strengthening product innovation.Secondly,under the heterogeneous consumer preference and turbulent technical environment conditions,this paper studies the impact of consumer social network structure,technology of environmental turbulence and consumer preference alienation on incremental innovation strategy,radical innovation strategy and imitative innovation strategy.The subsequent experimental model is realized by adding the consumer agent.The experimental results showed that due to low R&D cost and good product quality,incremental innovation strategy has become a robust strategy,radical innovation strategy becomes a kind of risk strategy because of high R&D cost,and imitative innovation strategy is a kind of weak strategy.Under the path analysis,radical innovation strategy and incremental innovation strategy choose process innovation,imitative strategy selects product innovation,and R&D cost has become an important factor affecting the choice of technological innovation strategy.Technological environment turbulence increases the R&D cost of incremental innovation strategy and radical innovation strategy by increasing the number of changed technological activities,and thus has a negative impact on the two types of strategies.The alienation of consumer preference has a positive effect on imitative innovation by strengthening the process innovation.However,the social network structure has no effect on the contrast of the three technological innovation strategies.Finally,this paper clarifies the influence and path analysis of various factors on the technology innovation strategy.First of all,three kinds of technology innovation strategies show different strategic characteristics in different consumer environment and technical environment.Secondly,among multiple factors,manager should give priority to the alienation of consumer preference and the degree of market competition.Thirdly,under the condition of technical environment turbulence,the R&D cost becomes the important factor that influences the technology innovation strategy.At last,the experimental results of this paper have certain reference significance for firms’technology innovation strategy decision and firms’ precision marketing.