뗚29뻭ꆡ뗚6웚ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡVol129,No162010쓪ꆡꆡ6퓂ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡ벼ꆡ쫵ꆡ뺭ꆡ볃TechnologyEconomicsJune,2010믹폚뛠훷쳥럂헦뗄뒴탂삩즢쒣탍퇐뺿ꆪꆪꆪ뛔웳튵뒴탂닺욷펪쿺햽싔뗄첽쳖훬ꆡ쟭,룟놦뾡(커몺듳톧뺭볃폫맜샭톧풺,커몺430072)햪ꆡ튪:쟸뇰폚쿖폐뒴탂삩즢쒣탍,놾컄쳡돶뗄믹폚multi2agent럂헦랽램뗄쒣탍,뾼싇쇋룶쳥틬훊탔벰틆뚯탔뗄쳘헷ꆣ쒣탍죏캪룶쳥퓚뻶닟쫇럱뷓쫜튻쿮뒴탂닺욷쪱,훷튪뾼싇솽랽쏦뗄틲쯘:튻쫇뫢솿닺욷훊솿쫇럱듯떽튪쟳;뛾쫇뫢솿훜캧폫웤쿠솪뷡뗄짧믡췸싧훐죋좺뗄펰쿬ꆣ쒣탍폃NetLogo럂헦죭볾퓋탐,웤럂헦뷡맻싛횤쇋닺욷룕룕춶럅쫐뎡쪱펦쫊떱볓듳맣룦잿뛈,뛸쯦ퟅ쫐뎡햼폐싊뗄퓶볓뿉틔쫊떱붵뗍맣룦잿뛈ꆣ춬쪱,놾컄튲쳖싛쇋죋뿚쏜벯뛈ꆢ닺욷쳘탔뫍룶쳥뗄짧믡펰쿬횵뗈틲쯘뛔뒴탂삩즢뗄펰쿬,늢쳡돶쇋쿠펦뗄펪쿺닟싔ꆣ맘볼듊:뒴탂삩즢;뛠훷쳥;짧믡펰쿬;맣룦훐춼럖샠뫅:F71318ꆡꆡ컄쿗뇪쪶싫:Aꆡꆡ컄헂뇠뫅:1002-980X(2010)06-0006-051ꆡ퇐뺿놳뺰쓉헟룶쳥닉쓉뻶닟탐캪뗄캢맛닣쏦(individuallev2el)뗄럂헦쒣탍ꆣ웤훐쫽톧쒣탍훷튪듓ퟜ쳥뫪맛뷇낣뢥샗쳘ꆤ싞뷜쮹붫뒴탂삩즢뚨틥캪,뒴탂춨뛈퇐뺿탂닺욷놻쫐뎡뷓쫜뗄돌뛈벰탂닺욷퓚쫐뎡훐맽튻뛎쪱볤,뺭평쳘뚨뗄쟾뗀,퓚쒳튻짧믡쾵춳돉풱뗄삩즢쯙뛈,쯼쏇믹폚삩즢뗄뒫능샭싛,붫탂닺욷뗄훐뒫능뗄맽돌[1]ꆣ헢샯뗄뒴탂늻튻뚨쫇뻸뛔뗄탂쿊삩즢맽돌뾴ퟷ쫇벲늡믲쿻쾢뗄뒫능맽돌,틔듋살첽쫂컯,횻튪쫇쒳튻룶쳥쎻폐뷓뒥맽뗄,쓇쎴룃룶쳥뚼쳖펰쿬탂닺욷삩즢맦쒣뫍삩즢쯙뛈뗄훷튪틲쯘ꆣ뿉틔죏캪쫇뒴탂ꆣ늻춬뗄뒴탂폐늻춬뗄삩즢쟾뗀,쫽톧쒣탍훐ퟮ폐펰쿬솦뗄듺뇭쫇Bass쒣탍,헢뇈죧튽튩샠닺욷,평폚튻냣룶쳥뛔웤쇋뷢짵짙,뫜짙룶쒣탍쫇듓뫪맛닣쏦짏ퟜ쳥럖컶닉폃뒴탂헟뗄춳볆쓜틀뾿ퟔ벺뗄에뛏톡퓱튩욷,틲듋쯼룼쟣쿲폚춨맽탐캪ꆣ탭뛠톧헟틔듋쒣탍캪욽첨,쳡돶쇋Bass쒣탍좨췾튽짺뗄뒫능뛸뗃틔놻맣듳늡죋죏뿉ꆣ뛸쪱짐샠뗄삩햹탎쪽,죧훘뢴릺싲쒣탍[2-3]ꆢ뺺헹삩즢쒣뗄죕폃욷,용죧틂럾ꆢ쫖믺뗈,룶쳥돽쇋에뛏웤훊솿탍[4-5]ꆢ뿉훘뢴릺싲뗄뺺헹삩즢쒣탍[6]ꆢ럖뷗뛎쒣볛룱틲쯘췢,뮹믡쫜얼쿱벰엳폑뗄펰쿬,틲듋,뿉틔탍[7]ꆢ삩즢쯙뛈뇤뮯쒣탍[8]뗈ꆣퟝ맛Bass쒣탍벰웤춨맽튻엺틢볻쇬탤(쏷탇ꆢ쟲탇뗈)듸뚯좫짧믡뛔웤삩햹쒣탍,폐벸룶늻ퟣ뗣:쫗쿈,쯼뫶싔쇋쿻럑헟횮쿻럑ꆣ늻싛쫇춨맽뫎훖쟾뗀,튻쿮뒴탂횻폐춨맽삩볤뗄틬훊탔,붫쿻럑헟쫓캪췪좫쿠춬뗄룶쳥ꆣ떫쿖즢,닅쓜펵폐룼뛠뗄뷓쫜헟ꆣ뛸웳튵췆돶뗄뒴탂닺쪵훐룶쳥뛔맣룦뗄톡퓱욫뫃늻춬,뛔닺욷뗄쾲뫃늻욷횻폐펵폐룼뛠뗄뷓쫜헟,닅쓜믱뗃룼듳뗄뺭볃킧춬,쫜짧믡펰쿬뗄돌뛈튲늻춬,틲듋,룶쳥뗄쫴탔뛔틦ꆣ틲듋,맺쓚췢폐탭뛠톧헟뚼퓚퇐뺿뒴탂삩즢컊늻춬닺욷뗄삩즢쯙뛈뻟폐훘튪펰쿬;웤듎,Bass쒣쳢,틔웚쳡룟닺욷뗄췆맣킧싊ꆣ탍횻뾼싇쇋듳훚뒫능벰죋볊볤뗄뿚춷뒫능,뛸쎻폐뛔뒴탂삩즢컊쳢뗄퇐뺿뿉ힷ쯝훁20쫀볍돵,뾼싇닺욷놾짭뗄훊솿뛔뒴탂삩즢뗄펰쿬,뛸쫂쪵짏,Schumpeter뒴솢뒴탂샭싛늢퇐뺿쇋삩즢훐룶쳥횮평폚폫뎧짌횮볤탅쾢뗄늻뛔돆,틲듋잱퓚쿻럑헟퓚볤뗄ꆰ쒣럂ꆱ탐캪,떫튻횱떽20쫀볍60쓪듺,죋쏇닅닉폃탂닺욷쪱,캪쇋쪵쿖ퟔ짭킧폃ퟮ듳뮯뗄쒿뇪뛸헦헽뾪쪼맣랺뛸짮죫뗘퇐뺿삩즢쒣탍ꆣ룹뻝퇐뺿뛔탨튪뾼싇룷훖늻좷뚨틲쯘(죧닺욷훊솿)뗄펰쿬ꆣ틲쿳틔벰퇐뺿랽램뗄늻춬,삩즢쒣탍훷튪뿉틔럖캪솽듋,폐쿞샭탔뗄쿻럑헟퓚뷓쫜뒴탂잰믡ퟛ뫏뫢솿샻샠:튻샠쫇믹폚잱퓚닉쓉헟ퟜ쳥춳볆탐캪뗄뫪맛닣뇗뗃쪧,늢룹뻝쯑벯떽뗄룷훖탅쾢살뫢솿닺욷뗄볛쏦(aggregatelevel)뗄쫽톧쒣탍,튻샠쫇믹폚잱퓚닉횵쫇럱횵뗃ퟔ벺뗄뢶돶,퓙ퟶ돶뻶닟ꆣ쫕룥죕웚:2010-04-05믹뷰쿮쒿:뷌폽늿죋컄짧믡뿆톧튻냣쿮쒿(09YJC630176);맺볒ퟔ좻뿆톧믹뷰쿮쒿(70601023)ퟷ헟볲뷩:훬쟭(1985ꆪ),얮,뫾놱뫩뫾죋,커몺듳톧뺭볃폫맜샭톧풺쮶쪿퇐뺿짺,퇐뺿랽쿲:쾵춳럂헦;룟놦뾡(1976ꆪ),쓐,즽컷퇴좪죋,커몺듳톧뺭볃폫맜샭톧풺뢱뷌쫚,퇐뺿랽쿲:쾵춳럂헦ꆣ6
ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡ훬ꆡ쟭뗈:믹폚뛠훷쳥럂헦뗄뒴탂삩즢쒣탍퇐뺿ꆡꆡ캪쇋뿋럾쫽톧쒣탍뗄헢킩좱쿝,퇐뺿헟쏇쳡돶폐훺폚쮵럾룶쳥ퟶ돶닉쓉뒴탂뗄뻶닟[1]ꆣ믹폚틔짏쇋뛠훷쳥럂헦뗄룅쓮ꆣ뛠훷쳥럂헦쫇듓캢맛닣쏦짏솽룶춻웆뗣,놾컄춨맽ퟮ훕뷡맻뗄쫽뻝럖컶,퇩횤쇋럖컶늻춬룶쳥뗄뻶닟탐캪,튲뻍쫇뾼싇쇋룶쳥뗄틬펪쿺듳쪦싞뷜쮹쳡돶뗄뒴탂삩즢샭싛,늢헫뛔늻춬훊탔,듓뛸뿋럾쇋쫽톧쒣탍춬훊탔뗄좱쿝[9]ꆣ웤믹죋뿚쏜벯뛈ꆢ늻춬샠탍뗄닺욷,틔벰늻춬짧믡펰쿬놾쮼쿫쫇:톡좡릹돉쾵춳뗄ꆢ폐듺뇭탔뗄뛠룶캢맛룶횵뗄룶쳥뗈벸훖쟩뿶,쳡돶쇋쿠펦뗄펪쿺닟싔ꆣ쳥ퟷ캪퇐뺿뛔쿳,퓚볆쯣믺짏쒣쓢헢킩캢맛룶쳥뗄탐캪벰웤횮볤뗄쿠뮥ퟷ폃맽돌,늢뛔웤탐캪닺짺뗄2ꆡ쒣탍붨솢뷡맻뷸탐볓ퟜ뛸뗃떽쯹탨튪뗄뫪맛쮮욽뗄뇤솿ꆣ뛠놾컄쪹폃뗄뛠훷쳥럂헦붫쿻럑헟룶쳥펳짤캪훷쳥럂헦놻맣랺펦폃폚뢴퓓쾵춳뗄붨쒣,쓜쒣쓢늻agent,붫쿻럑헟뗄룶쳥쳘헷펳짤캪agent뗄쫴탔,춬쫴탔룶쳥횮볤뢴퓓뗄럇쿟탔쿠뮥ퟷ폃,틲듋쯼럇붫쿻럑헟뗄룶쳥탐캪펳짤캪agent뗄랽램,평듋,a2뎣쫊폃폚뒴탂삩즢뗄퇐뺿ꆣgent뇣폫뺭볃쾵춳훐뗄쿻럑헟붨솢쇋쓚퓚뗄뛔펦샽죧퓚Fuks뫍Boccara붨솢뗄뒴탂삩즢쒣탍맘쾵ꆣ춨맽쒣쓢쿻럑헟룶쳥볤쿠뮥뛀솢폖붻뮥ퟷ폃훐,쯻쏇붫룶쳥럖캪믽벫헟뫍놣쫘헟솽샠,늢뢳폨늻뗄맽돌,듓뛸랢쿖쾵춳뗄뫪맛펿쿖쿖쿳[17]ꆣ놾컄훐춬뗄췢늿펰쿬쾵쫽뫍쓚늿펰쿬쾵쫽[10]ꆣ퓚룃쒣탍뗄agent춨맽쒦뛻쇚폲맘쾵붨솢ퟔ벺뗄짧믡췸싧,훐,룶쳥췪좫쫜웤훜캧쇚뻓뗄닉쓉탐캪펰쿬뛸ퟶ돶늢퓚짧믡췸싧랶캧쓚쿠뮥펰쿬ꆣ쎿룶룶쳥뗄ힴ첬쫜쿂튻쪱뿌뗄뻶닟,늢쎻폐뾼싇훊솿틲쯘뛔룶쳥뷓쫜뮷뺳훐웤쯻룶쳥뗄ힴ첬벯뫏뗄펰쿬,뛸웤쯻룶쳥뗄뒴탂닺욷뗄펰쿬ꆣ쇭췢튻룶믹놾뗄캢맛쒣탍ꆪꆪꆪힴ첬폖쫇쫜웤훜캧룶쳥뗄ힴ첬벯뫏뗄펰쿬ꆣBhargava쒣탍,춬퇹튲캴뾼싇닺욷ퟔ짭쫴탔(볛룱)캪쏷좷퇐뺿컊쳢,쳡돶죧쿂볙짨:뛔뒴탂삩즢쯙싊뗄펰쿬,늢퓚쒣탍훐캴쳥쿖돶쇚뻓볙짨튻,쫐뎡훐횻폐튻훖뒴탂닺욷퓚삩즢,헢훖뗄룅쓮[11]ꆣ틲듋,뒴탂삩즢뗄캢맛쒣탍(죧Fuks2뒴탂퓚삩즢맽돌훐늢늻룄뇤;Boccara쒣탍폫Bhargava쒣탍)쯤좻뿋럾쇋쫽톧쒣볙짨뛾,뮷뺳훐뗄ퟜ죋뿚쫽솿늻뇤;탍뗄튻킩좱뗣,떫죔폐늻ퟣ:쫗쿈,헢킩쒣탍훐룶쳥볙짨죽,쒣탍훐쎿룶룶쳥뚼폐쓜솦쿻럑헢훖닺횻폐닉쓉뫍캴닉쓉솽훖ힴ첬,쟒룶쳥춬훊,쎻폐뾼싇욷,늢쟒횻뾴훘훊솿,뛸늻뾼싇볛룱벰쪱짐뛈,쟒룶룶쳥뛔뒴탂닺욷뗄훊솿ꆢ짧믡펰쿬횵랽쏦뗄닮틬ꆣ쳥뛔닺욷뗄샭쿫훊솿뷏룟;뛸쿖쪵훐뗄룶쳥뚼폐웤뛀쳘탔,퓚톡퓱닺욷뗄쾲뫃볙짨쯄,닺욷뗄맣룦잿뛈뢲룇쇋쳖싛쟸폲쓚뗄벰쫜엳폑펰쿬뗄돌뛈짏뚼믡폐쯹늻춬ꆣ웤듎,쒣탍쎿룶룶쳥;훐쇚뻓뗄뚨틥횻폐뎣맦뗄벸훖,쟒룶쳥뗄쇚뻓만뚨,볙짨컥,쎿룶룶쳥횻릺싲튻듎뒴탂닺욷,늢늻훘늻믡뷡쪶탂엳폑ꆣ떫쫂쪵짏,룶쳥쫇늻뛏틆뚯뗄,늢뢴릺싲;쟒쎿믮뚯떽튻뒦뚼믡뷡쪶탂룶쳥,늢폫훜캧죏쪶뗄볙짨쇹,룶쳥쎿틆뚯떽튻룶뗘랽뫳,뚼믡붫뒴탂탂룶쳥붻쇷탅쾢[12]ꆣ뫳탸쯤좻폐튻킩퇐뺿헟뛔헢닺욷뗄탅쾢룦횪훜캧뗄쇚뻓,쇚뻓뗄뚨틥닉폃뺭뗤킩쒣탍뷸탐쇋삩햹(죧Moldovan쒣탍[13]뫍Gold2뗄쒦뛻쇚폲뚨틥,죧춼1쯹쪾ꆣenberg쒣탍[14]),퓚뻖늿맦퓲훐뾼싇떽맣룦ꆢ볛룱뗈룷훖쫐뎡닟싔,떫웤뛔룶쳥뗄쏨쫶죔좻늻릻ힼ좷,뚨틥룶쳥틬훊탔랽쏦죔폐듽삩햹,쟒쒣탍쎻폐뾼싇룶쳥뗄틆뚯탔[15]ꆣ놾컄닉폃뛠훷쳥럂헦살퇐뺿튻쿮뒴탂퓚쳘뚨죋좺훐뗄뒫능맽돌ꆣ쎿룶훷쳥뚼놻뢳폨튻킩닎쫽살듺뇭웤ퟔ짭뗄쫴탔ꆣ춨맽짨훃늻춬뗄닎쫽살쳖싛룶쳥쫴탔폫뒴탂삩즢쯙뛈횮볤뗄맘쾵ꆣ폫틔췹쒣탍쿠뇈,놾싛컄뗄쒣탍돤럖뾼싇룶쳥뗄틬훊탔,쎿룶룶쳥뗄쫴탔퓚튻뚨랶캧쓚쯦믺뚨틥ꆣ쟒룶쳥쫇퓚늻뛏틆뚯훐,쎿틆뚯떽튻룶탂뗄뗘랽,룶쳥뚼믡뷡쪶탂엳폑,붨솢튻룶킡쫀뷧췸싧,늢붻쇷뒴탂닺욷뗄닉춼1ꆡ쒦뛻쇚폲뚨틥쓉[16]ꆣ낣뢥샗쳘ꆤ싞뷜쮹퓚웤퇐뺿훐,튲잿뗷쇋죋룹뻝늻춬룶쳥뗄욫뫃,컒쏇뚨틥늻춬쫴탔뗄a2볊맘쾵췸싧뛔뒴탂삩즢뗄훘튪펰쿬ꆣ쯻죏캪죋볊맘gent,늢내쿂쏦뗄쒣탍맦퓲쿠뮥ퟷ폃ꆣ헢샯쪹폃쾵늻뷶펰쿬떽룶죋펦뛔뒴탂닺욷뗄랽쪽,뛸쟒췹췹Delre쳡돶뗄쒣탍[18],틔볬닢뒴탂삩즢뗄킧맻ꆣ헢7
벼쫵뺭볃ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡ뗚29뻭ꆡ뗚6웚룶쒣탍늻뷶뾼싇쇋닺욷훊솿뛔룶쳥뻶닟뗄펰쿬,튲뾼럑헟N2쫽솿ꆢ욽뫢쾵쫽ꛂ뫍짧믡펰쿬횵h뻹평싇쇋짧믡췸싧뛔룶쳥뻶닟뗄펰쿬ꆣ룶쳥퓚ퟛ뫏뾼싇뮬뚯쳵죋캪뗷뿘,잱퓚쿻럑헟쯦믺럖늼폚췸룱짏ꆣ헢솽랽쏦틲쯘뗄믹뒡횮짏ퟶ돶뻶닟ꆣ내헕킧폃릫쪽욽뫢쾵쫽ꛂ뗄좡횵랶캧퓚0ꆫ1횮볤ꆣ평폚닉폃쒦뗄뚨틥,떱닺욷쪵볊훊솿폅폚agent풤웚뗄훊솿횵뛻쇚폲뚨틥,agent뗄쇚뻓쫽솿ퟮ듳캪8,틲듋,짧믡쪱,닺욷훊솿킧폃y캪1,럱퓲캪0;떱훜캧뷓쫜닺욷펰쿬횵h뗄좡횵랶캧퓚0ꆫ8횮볤ꆣ뗄엳폑뛠폚agent뗄짧믡펰쿬횵쪱,짧믡펰쿬킧폃놾컄훐쎿룶agent뗄쫴탔뚨틥뻹퓚튻뚨쟸폲랶x캪1,럱퓲캪0;내헕ퟜ킧폃몯쫽,볆쯣돶쎿룶agent캧쓚쯦믺톡퓱,죴뚨틥agent뗄짧믡펰쿬횵h뗄뗄ퟜ킧폃U;떱ퟜ킧폃U듳폚agent뗄킧폃횵Uminퟮ듳횵캪hmin,퓲쎿룶agent뗄h퓚0ꆫhmin횮볤쯦쪱,agent뷓쫜닺욷,럱퓲늻뷓쫜ꆣ쫽톧뇭듯쪽죧쪽믺톡퓱ꆣ춬샭,뚨틥쎿룶agent뗄Pꆢꛂ벰Umin쫴탔(1)ꆫ쪽(4)쯹쪾ꆣ횵ꆣ듓뛸,쎿룶agent펵폐쇋늻춬뗄h(agent쫜짧짧믡펰쿬킧폃몯쫽:믡펰쿬뗄횵)ꆢP(agent웚췻뗄뒴탂닺욷훊솿1ꆡaꇝh횵)ꆢꛂ(agent쫜짧믡펰쿬벰훊솿펰쿬뗄좨훘)ꆣ헢킩x=ꆣ(1)0ꆡa<h늻춬뗄닎쫽듺뇭agent횮볤뗄틬훊탔ꆣ닺욷훊솿킧폃몯쫽:돵쪼뮯췪뇏뫳,컒쏇뛔agent뚨틥튻솬뒮뗄뚯1ꆡqꇝpퟷꆣ쫗쿈볆쯣킧폃몯쫽쫇럱뎬맽뷓쫜뗄킧폃횵y=0ꆡꆣ(2)q<p(돵쪼뷓쫜헟돽췢),죴뎬맽퓲뇤캪뷓쫜헟뗄ힴ첬,죴ퟜ킧폃몯쫽(ꛂ캪욽뫢쾵쫽):캴뎬맽퓲볌탸놣돖잱퓚쿻럑헟뗄ힴ첬ꆣ틑뷓쫜헟퓚U=ꛂꇁx+(1-ꛂ)ꇁyꆣ(3)뷓쿂살뗄럂헦퓋탐훐뛔잱퓚쿻럑헟뷸탐뿚놮뒫능,뻶닟몯쫽:쎿틆뚯떽튻뒦뚼믡붫뒴탂닺욷뗄탅쾢룦횪룸훜캧뗄뷓쫜닺욷늢뷸탐뿚놮뒫능UꇝUmin쇚뻓ꆣ쿂튻늽,agent틔튻뚨뗄맦싉퓚췸룱짏틆뚯ꆣaction=늻뷓쫜닺욷ꆡꆣ(4)U<Umin틆뚯맦퓲죧쿂:룶쳥쿈폒,폒뷇뛈퓚0ꆫ60ꇣ횮웤훐,a뇭쪾룶쳥훜캧뷓쫜뒴탂닺욷뗄엳폑쫽;볤쯦믺톡퓱;좻뫳잰뷸,잰뷸늽쫽퓚0ꆫ10횮볤쯦믺h듺뇭룶쳥쫜짧믡펰쿬뗄횵ꆣq듺뇭뒴탂닺욷뗄톡튻쫽횵;ퟮ뫳ퟳ,ퟳ뷇뛈퓚0ꆫ20ꇣ횮볤쯦믺쪵볊훊솿;P듺뇭룶쳥웚췻뗄뒴탂닺욷훊솿횵ꆣꛂ톡퓱ꆣ틆뚯뷡쫸뫳,agent퓙튻듎볆쯣킧폃몯쫽,늢캪욽뫢쾵쫽,뇭쪾닺욷훊솿뫍짧믡펰쿬횮볤뗄좨훘뻶뚨쫇럱뷓쫜ꆣ틀듎톭뮷ꆣ맘쾵ꆣUmin뇭쪾룶쳥믡뷓쫜뒴탂닺욷뗄킧폃횵ꆣ312ꆡ럂헦뷡맻럖컶평폚쎿룶룶쳥뗄짺믮뮷뺳늻춬,틲듋뛔훊솿벰짧믡뛔N2ꆢꛂꆢ벰h헢3룶닎쫽뗄튻ퟩ좡횵뷸탐럂펰쿬뗄쏴룐돌뛈늻춬ꆣ헦,쎿듎럂헦퓋탐훁컈첬(벴쿠떱뎤쪱볤쓚,퓋탐뷡맻뻹늻랢짺뇤뮯),횱떽뒴탂닺욷뗄닉폃헟죋쫽쟷폚3ꆡ럂헦뷡맻컈뚨,웤훐튻훖벫뛋쟩뿶캪뒴탂닺욷좫햼쫐뎡,쇭튻311ꆡ닎쫽돵쪼뮯훖벫뛋쟩뿶쫇잱퓚쿻럑헟뻹뻜뻸뷓쫜뒴탂닺욷ꆣ쎿쒣탍퓚NetLogo죭볾훐퓋탐ꆣ럂헦퓋탐뗄쫀뷧캪ퟩ닎쫽뗄럂헦퓋탐10듎,늢좡웤욽뻹횵캪헢ퟩ닎쫽46ꇁ36뗄췸룱,쎿룶췸룱뿉틔훁짙죝쓉튻룶agent,a2뗄ퟮ훕뷡맻ꆣ춳볆럖컶룷ퟩ닎쫽뗄뷡맻,듓뛸뗃돶gent쎿듎틆뚯뗄ퟮ킡떥캻튲쫇튻룶췸룱ꆣ듋췢,럂헦틔쿂뷡싛ꆣ훐뗄쫀뷧닉폃믘죆뇟뷧쳵볾,벴쫀뷧뗄ퟳ폒솽뇟ꆢ짏쿂뷡싛튻:춼2쏨쫶뗄쫇닎쫽ꛂ벰h늻뇤쪱,톡퓱솽뇟쿠쿎뷓,뛸늻쫇룴뛏뗄ꆣ떱agent뗄틆뚯랶캧뎬맽늻춬뗄닎쫽N2,뷓쫜닺욷뗄agents쫽솿쯦쪱볤뗄뇟뷧쪱,agent믡퓚쿠뛔펦뗄쇭튻뇟돶쿖ꆣ럖늼ꆣ듓춼2훐뿉틔뾴돶,퓚닺욷춶럅쫐뎡돵웚,a2룹뻝쒣탍,붨솢럂헦돌탲ꆣ돌탲훷튪럖캪솽듳gents뷓쫜닺욷뗄쯙뛈뮺싽ꆣ떱뷓쫜닺욷뗄agents늿럖:돵쪼뮯쫴탔닎쫽벰뚨틥agent뚯ퟷꆣ쫗쿈,컒쫽솿듯떽쇙뷧뗣뫳,뷓쫜닺욷뗄agents쫽솿믡톸쯙쏇튪퓚돵쪼뮯훐뚨틥돵쪼쿻럑헟뫍잱퓚쿻럑헟ꆣ돵짏짽,닺욷믡톸쯙삩즢,ퟮ돵뗄벸룶돵쪼헟뫜뿬뗣좼쪼쿻럑헟쫽솿캪25,늢쯦믺럖늼폚췸룱짏ꆣ늻맜닺쇋듳욬쫐뎡ꆣ쏀맺톧헟낣뢥샗쳘ꆤ싞뷜쮹쳡돶뗄뒴욷훊솿뫍짧믡펰쿬쫇럱듳폚룶쳥뷓쫜뗄횵,헢킩탂삩즢쒣탍훐튲쳡돶쇙뷧쫽솿튻쮵,싞뷜쮹죏캪,탂돵쪼쿻럑헟뻹컞쳵볾뗘톡퓱뷓쫜뒴탂닺욷,늢붫뒴욷짏쫐뗄짺쏼훜웚퓚쳘뚨짧믡쾵춳훐뗄삩즢돊쿖S탂닺욷뗄탅쾢룦쯟룸훜캧뗄쇚뻓ꆣ훜캧뗄쇚뻓퓙룹쟺쿟탎뗄삩즢쒣쪽,튻훖뒴탂퓚튻룶짧믡쾵춳훐뗄뻝뻶닟몯쫽톡퓱쫇럱뷓쫜,늢쟒뷓쫜헟퓙뷸튻늽붫삩즢,횻폐쪹폃헟듯떽쾵춳ퟜ죋뿚뗄쒳튻뇈샽뫳,헻뒴탂닺욷뗄탅쾢룦횪쯻쏇뗄쇚뻓ꆣ쫐뎡짏뗄잱퓚쿻룶삩즢맽돌닅뿉틔돖탸쿂좥,헢튻뇈샽(폐쪱튲폃웤8
ꆡꆡꆡꆡꆡꆡꆡꆡꆡꆡ훬ꆡ쟭뗈:믹폚뛠훷쳥럂헦뗄뒴탂삩즢쒣탍퇐뺿ꆡꆡ뻸뛔쫽솿,벴틑닉폃헟뗄쫽솿),뻍쫇쇙뷧쫽솿[1]ꆣ뷡싛죽:죧춼4쯹쪾,퓚닎쫽N2벰h늻뇤뗄쟩퓚펪쿺헟뾴살,헢룶쇙뷧뗣뻍쫇탂닺욷뗄ꆰ짏쫐쏅뿶쿂,쯦ꛂ뗄퓶볓,agents뷓쫜닺욷죋쫽쿟탔퓶볓;볷ꆱ,횻폐뿧맽헢룶쏅볷,닺욷닅믡돉릦짏쫐늢뷸죫쟒뷓쫜닺욷뗄쪱볤복짙,떱ꛂ듳폚0145틔뫳뷓쫜닺ꆰ돉뎤웚ꆱꆣ퓚헢튻뷗뛎,닺욷쿺솿믡톸쯙짏짽ꆣ뛸욷뗄쪱볤뇈뷏컈뚨ꆣ헢쮵쏷:ꛂ풽듳,벴룶쳥쫜짧믡뫳쾵춳뛔뒴탂닺욷뗄닉폃듯떽놥뫍뗣,쿺쫛뛮뫍샻펰쿬뗄뇈훘폺듳,퓲룶쳥뛔뒴탂닺욷뗄훊솿튪쟳쿠죳뚼듯떽샺쪷ퟮ룟뗣ꆣ뛔붵뗍,룶쳥룼죝틗쫜짧믡뒫좾뗄펰쿬ꆣCopeland평뷡싛튻뿉횪,퓚뒴탂닺욷춶럅쫐뎡돵웚,평폚붫닺욷럖캪뇣샻욷ꆢ톡릺욷뫍쳘쫢욷[19]ꆣ웤훐뇣샻죋쏇뛔뒴탂닺욷뗄탅쾢쇋뷢뷏짙ꆢ뷓쫜돌뛈뷏뗍,틲욷뗄ꛂ쾵쫽뷏듳,벴룶쳥퓚톡릺뇣샻욷(죧쇣쪳ꆢ죕듋뎧볒뿉볓듳맣룦춶럅잿뛈,쪹죋쏇룼맣랺뗘쇋뷢뎣볒폃욷뗈)쪱룼틗쫜떽훜캧죋뗄펰쿬ꆣ뛸퓚톡릺닺욷탅쾢,복짙뛔뒴탂닺욷뗄쒰짺뛈,듓뛸뿉틔쪹뷓쳘쫢욷(죧룟떵볒뻟ꆢ웻뎵뗈)쪱,룶쳥믡ퟶ돶쳘쫢뗄쫜닺욷뗄죋쫽뺡퓧떽듯쇙뷧뗣ꆣ퓚쿻럑헟쫽솿듯떽얬솦살뻶닟쫇럱릺싲ꆣ풽쫇낺맳뛸늻죝틗믱뗃뗄뒴쇙뷧뗣뫳,뿉틔복짙맣룦춶럅,샻폃틑뷓쫜헟뗄뿚놮탂닺욷,룶쳥풽믡뢶돶얬솦살쯑벯탅쾢,틔뫢솿릺싲뒫능살탻뒫닺욷ꆣ헢퇹볈뿉틔쳡룟맣룦춶럅뗄킧뻶닟쫇럱헽좷ꆣ퓚췆맣늻춬닺욷쪱,펪쿺헟펦룹뻝맻,폖뿉틔볓듳닺욷뗄삩즢쯙뛈ꆣ닺욷뗄ퟔ짭탔훊틔벰쿻럑헟뗄짺믮쾰맟훆뚨쿠펦펪쿺닟싔ꆣ뛔폚ꛂ쾵쫽듳뗄닺욷,펦쟉쏮샻폃뿚놮뒫능킧펦,평폚헢샠닺욷뗄삩즢쯙뛈룼뿬,틲듋뿉틔붵뗍헻룶닺욷탻뒫웚볤뗄맣룦럑폃ꆣ뷡싛쯄:죧춼5쯹쪾,닎쫽N2벰ꛂ늻뇤,h풽듳,ퟮ훕뷓쫜닺욷뗄죋쫽믹놾놣돖컈뚨,떫뒴탂삩즢떽듯컈첬뗄쪱볤믡퓶볓ꆣh풽듳,틢캶ퟅ쿻럑헟쫜엳폑펰쿬뗄횵풽듳,벴쿻럑헟풽늻죝틗쫜짧믡펰쿬ꆣ듓춼5훐뿉뾴돶,짧믡펰쿬횵풽듳,닺욷삩즢춼2ꆡ늻춬죋뿚ퟜ쫽뛔펦뗄뒴탂삩즢쟺쿟춼뗄쯙뛈풽싽ꆣ떫평폚닺욷뗄훊솿쫇늻뇤뗄,쯦쪱볤뗄췆틆,쿻럑헟ퟮ훕믡놻닺욷듲뚯,횻쫇닺욷삩즢뗄쪱볤삭뎤,틲듋,헫뛔늻춬쫴탔뗄죋좺,컒쏇펦훆뚨쿠펦뗄맣룦닟싔,맣룦춶죫솦뛈튲펦늻춬ꆣ헫뛔뷏쓑쫜펰쿬뗄죋좺,컒쏇펦볓듳닺욷뗄탻뒫,뛠퓚헢킩쟸폲뢶돶쪱볤뺫솦ꆣ춼3ꆡ늻춬죋뿚쏜벯뛈뛔펦뗄컈첬쪱볤뷡싛뛾:ퟜ죋뿚닎쫽풽듳,벴잱퓚쿻럑헟죋쫽풽뛠,퓲닺욷삩즢뗄쯙뛈풽뿬,죧춼2쯹쪾ꆣ헢쮵쏷쿠춬뗄뒴탂닺욷삩즢쪱,죋뿚풽쏜벯,풽폐샻폚닺욷뗄뿚놮뒫능ꆣ죴볙뚨쒳튻뗘쟸뗄죋뿚놥뫍쫽캪N,컒춼4ꆡ욽뫢쾵쫽ꛂ뛔뒴탂삩즢뗄펰쿬쏇퓚0ꆫN횮볤뗷헻죋뿚ퟜ죋쫽,뾼달늻춬죋뿚쏜벯뛈뛔펦뗄삩즢ힴ첬,뿉틔뗃떽춼3ꆣ듓춼3뿉틔뾴돶,쯦죋뿚쏜벯뛈퓶볓,뒴탂닺욷뗄삩즢쯙뛈볓뿬,떱죋뿚쏜벯뛈듯떽튻뚨돌뛈뫳,뒴탂닺욷믡퓚쮲볤삩즢떽쎿룶뷇실ꆣ듓펪쿺헟뗄뷇뛈뾴,헫뛔늻춬뗄쟸폲죋뿚ힴ뿶,컒쏇펦뷸탐늻춬솦뛈뗄맣룦탻뒫ꆣퟮ뫃붫맣룦춶럅쟸폲럖캪쏜벯쫐쟸ꆢ쫐쟸ꆢ붼쟸ꆢ얩듥4룶늻춬닎쫽뗄쟸폲ꆣ퓚죋뿚쏜벯뗄쟸폲,튪돤럖샻폃뿚놮뒫능킧펦,복짙맣룦춶럅뷰ꆣ춼5ꆡ짧믡펰쿬횵h뛔뒴탂삩즢뗄펰쿬9
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