Abstract:

In view of the particularity of the diffusion of innovative products under the background of market competition, First of all, by using the theory of consumer behavior, the dynamic process of consumer behavior is derived from the perspective of experience theory. Then, Bass and Lotka-Volterra model are used to describe the consumer's perceptual behavior in competitive environment. Based on this model, the interactive modeling technology is used to simulate the diffusion of innovative products. Finally, through the analysis of the two situations of numerical comparison and example analysis validate the effectiveness, The results show that the competitive ability of the enterprise more market share is higher, and has positive influence on customer perceived value, customer perceived value can promote consumer's two purchase behavior; Positive word-of-mouth and advertising positively affect the customer's purchase decision; negative word of mouth negative impact on consumer purchasing decision.

Key words: Competitive environment, Innovation product, Diffusion model, Interactive modeling, Simulation