Etki Enbüyükleme Problemi için Ajan-bazlı Modelleme Yaklaşımı

Year 2018, Volume: 18 Issue: 2, 701 - 709, 31.08.2018

Dilek Günneç

Abstract

Pazara yeni girecek bir ürünün öncelikliolarak kullanımına sunulacağı kişilerin (hedef kümenin) belirlenmesi pazar payı tahmini yapmak için önemli, ancak çözülmesi zor bir problemdir. Bu makalede, bu problem için ajan-bazlı modelleme ile bir simülasyonçalışması geliştirilmiştir. Hedef kümeye seçilmiş kişilerin sosyal ağ üzerindeki önemi, ikna becerileri, diğerlerinin yeni ürün adaptasyonugibi karakteristik özelliklerinve hedef küme büyüklüğününürünün yayılması üzerindeki etkileri incelenmektedir.Bu özelliklerebağlı 12 farklı senaryoiçinçözümler değerlendirilmiştir.

Keywords

Hedefli pazarlama; Sosyalağlar; Küçük-dünya; Etki enbüyüklemesi; Ajan-bazlı modelleme, Netlogo;

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