Research On Modeling And Simulation Of Enterprise Social Marketing Information Dissemination Based On Multi-Agent

With the rise of social media and changes in people's life concepts,social marketing has become an important marketing method for enterprises.In the process of enterprises social marketing,there is an process from unknown to known and then the user's dissemination of information,which reflects the process from user contact to acceptance of the enterprise.Studying the dynamic information dissemination and evolution process and grasping the law of communication in the context of enterprises social marketing is of great significance for companies to formulate marketing strategies,potential customer mining,public opinion monitoring and precise marketing.The essence of the information dissemination process is the individual's decision on information processing.It is a complex dynamic process based on individual interactions and driven by changes in internal perspectives.The trends and laws are influenced by the autonomy,heterogeneity,complex interactions among individuals,etc.Classical infection dynamics models often used in information transmission research assume that individuals are homogeneous,and the assumption of the transmission process is too simple.Although the improved models in related studies have been established reasonable communication mechanism by considering the individual's own influence and the interaction between individuals,but still ignore the impact of individual's own heterogeneous attributes and multiple information transmission channels,so difficult to reflect the dynamic transmission and evolution of information in the context of enterprise social marketing.Aiming at the existing problems,this paper uses multi-agent modeling and simulation methods to describe the individual heterogeneous characteristics and interaction between individuals in a fine-grained manner,and builds a multi-agent model that can simulate the dynamic evolution of information.Firstly,it analyzes the information dissemination process and influencing factors in enterprise social marketing,and gives the corresponding infection dynamics model based on the dissemination process.Secondly,builds a multi-agent based information dissemination model based on the multi-agent theory and the interaction relationships in the model are analyzed,and the interaction rules between the agents are constructed based on the improved perspective interaction model theory,the experimental model of calculation is established.Analyze and study the interaction between individuals,individuals and the environment.Finally,the complex dynamic interaction process of information dissemination is studied based on the Swarm platform,the information dissemination process with individual interaction behavior is studied at the micro level,the general law of information dissemination among heterogeneous individuals in the social relationship network is revealed.By comparison and analysis with the simulation results of the dynamic model,the validity of the multi-agent information dissemination model design and interaction mechanism research in this paper is proved.