Abstract: As the popular social networking platform, the wechat network has the rapid impact on people's way of life. By analyzing the factors that influence the information dissemination among wechat, constructing the wechat information diffusion field by building three-dimensional coordinate, the information diffusion model was established based on the field theory. The process of information dissemination was simulated from three angles by using Netlogo simulation platform, that is the factors affecting the information dissemination, the original proportion of information source users, and different wechat network structures. Simulation results show that the more similar characteristics of the user, the dissemination results can be better; when connectivity to wechat network structure is better, the wider the path of information dissemination is, more channels; when the information potential difference is small, information dissemination is better. The results are important for companies to accurate positioning customer in the marketing process.

Key words: wechat network, information dissemination, field theory, netlogo simulation