品牌拓展新市场过程中消费者选择行为研究

摘要

研究消费者品牌选择行为是进行品牌拓展新市场的前提。本文基于消费者决策理论，利用元胞自动机分析了品牌文化、广告宣传、邻居关系及数量、竞争者、市场的经济环境等对消费者进行品牌选择时的影响，研究结果表明该模型能较好地模拟出品牌进行拓展新市场过程中的消费者选择行为。通过对品牌拓展新市场过程中的消费者选择行为的分析，找出更适合进行品牌扩张的区域。%Study on consumers′brand choice is the premise of brand expansion of new markets .Based on con-sumer decision theory ,we use cellular automata to analyze some factors affecting the consumers′behavior like brand culture ,advertisement ,number of neighbors and relationship with them ,competitors and economic en-vironment .T he result of simulation and analysis show s that the model can simulate the consumer choice be-havior in brand expansion of new markets .Study on consumer choice behavior in brand expansion of new markets can help companies to find better places to expand the brand .