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Simulation research on online marketing strategies of branded agricultural products based on the difference in opinion leader attitudes

引用

Information Processing in Agriculture 2021年第4期8卷 528-536页

作者： Meng-jie Liao Jian Zhang Rui-mei Wang Lin Qi College of Economics and Management Beijing Information Science and Technology UniversityBeijing 100192China Laboratory of Big Data Decision Making for Green Development Beijing 100192China College of Economics and Management China Agricultural UniversityBeijing 100083China

By virtue of the low-cost and high-efficiency internet traffic monetizing ability,key opinion leaders(KOL)have achieved great success on social media platforms in terms of agricultural brand e-commerce ***,opinion leaders tend to adopt different promotion strategies according to their preference to *** to optimize online marketing strategies based on the difference in opinion leaders’attitudes remains a problem demanding prompt solution for agricultural product brand *** study takes agricultural product brand enterprises and opinion leaders with limited rationality as the research *** the premise of considering the difference in opinion leaders’attitudes towards brands,the paper combines the evolutionary game theory to construct agricultural product brands’online promotion strategy evolutionary model,adopts visualization system to simulate the evolutionary process of brand online promotion strategies,verifies model validity and explores the influencing mechanism of punishment on opinion leaders’negative *** of multi-agent-based simulation demonstrate that investment in brand promotion,irrelevant to opinion leaders’attitudes towards brands,pertains to the absolute advantage strategy of agricultural product brand *** intensity of punishment against opinion leaders following negative promotion may change opinion leaders’promotion strategies for agricultural product ***,the present study provides an idea and reference to the management decisions of agricultural product brand enterprises’online brand promotion strategies.

关键词： agricultural product brand Opinion leader Online promotion strategy Evolutionary game Multi-Agent-Based simulation

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