CAJ | 학술논문

传统的研究方法忽略了消费者的差异，将其视为完全相同的个体，忽视了个体差异对产品扩散的速度和形态的重要影响，由此得到的结果并不能为厂商制定广告策略提供可靠的依据。元胞自动机作为一种空间、时间、状态完全离散的微观仿真模型，适用于扩散问题的研究。它从模拟个体行为入手，可以深入地刻画不同个体之间的差异，既可以得到扩散的宏观结果，也可以得到扩散的微观特征。通过仿真，论证了产品刚刚投放市场时应适当加大广告强度，而随着市场占有率的增加可以适当降低广造强度，这是一种最佳的广告策略：同时，得到了广告强度与市场占有率以及市场规模之间的量化关系。
전통적연구방법홀략료소비자적차이，장기시위완전상동적개체，홀시료개체차이대산품확산적속도화형태적중요영향，유차득도적결과병불능위엄상제정엄고책략제공가고적의거。원포자동궤작위일충공간、시간、상태완전리산적미관방진모형，괄용우확산문제적연구。타종모의개체행위입수，가이심입지각화불동개체지간적차이，기가이득도확산적굉관결과，야가이득도확산적미관특정。통과방진，론증료산품강강투방시장시응괄당가대엄고강도，이수착시장점유솔적증가가이괄당강저엄조강도，저시일충최가적엄고책략：동시，득도료엄고강도여시장점유솔이급시장규모지간적양화관계。
Classical research methods ignored all the difference between the consumers, but it＇s quite the contrary that the difference between the consumers has an important influence of the diffusion speed and pattern. The paper examins the effects of advertising on the diffusion process of the innovation by Cellular Automata model. CA model could simulate the individuals＇ behavior, and describe the difference between the individuals. By simulations, it received the relationship between the advertising strength and the sales, market size. It also demonstrates that the optimal advertising policy is to advertise heavily when the innovation is introduced and reduce the level of advertising as sales increasing.