| 考虑竞争与重复购买因素的耐用品品牌扩散模型 |
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| 引用本文： | 丁士海,韩之俊.考虑竞争与重复购买因素的耐用品品牌扩散模型[J].系统工程理论与实践,2011,31(7):1320-1327. |
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| 作者姓名： | 丁士海 韩之俊 |
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| 作者单位： | 1. 南京理工大学 经济管理学院, 南京 210094;
2. 安徽中烟工业公司, 合肥 230088 |
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| 摘 要： | Bass 模型是耐用品首次购买垄断模型;对于大多数耐用品品牌市场, 竞争与重复购买现象并存.在结合创新扩散理论与品牌营销理论的基础上,科学地探讨了考虑竞争与重复购买因素的耐用品品牌扩散机理,区别于前人缺乏品牌扩散机理理论基础的研究;提出了耐用品品牌的竞争扩散模型、重复购买扩散模型,进一步提出了耐用品两个品牌的竞争与重复购买扩散模型; 分析了与MSB模型、GMM模型以及耐用品品牌系列扩散模型之间的联系和模型参数变化对耐用品品牌扩散的影响;对耐用品两个品牌的竞争与重复购买扩散模型进行了数值分析,结果表明与市场实际相符, 可以合理解释品牌的扩散过程.
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| 关 键 词： | 耐用品品牌 创新扩散 品牌竞争 重复购买 |
| 收稿时间： | 2009-12-02 |
The diffusion model of consumer-durables brands with competition and repeat purchase |
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| DING Shi-hai,HAN Zhi-jun.The diffusion model of consumer-durables brands with competition and repeat purchase[J].Systems Engineering —Theory & Practice,2011,31(7):1320-1327. |
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| Authors: | DING Shi-hai HAN Zhi-jun |
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| Institution: | 1. School of Economics and Management, Nanjing University of Science & Technology, Nanjing 210094, China;
2. China Tobacco Anhui Industrial Corporation, Hefei 230088, China |
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| Abstract: | Bass model is the initial-purchase monopolistic model of consumer durables.Competition and repeat purchase exist side by side for the main markets of consumer-durables brand.Based on the research into the innovation diffusion theory and the relevant theories in brand marketing,the paper firstly probes scientifically into the laws of diffusion of consumer-durables brand in the light of the elements of competition and repeat purchase.However,previous researches lacked the research into theoretical basis of th... |
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| Keywords: | consumer-durables brand innovation diffusion brand competition repeat purchase |
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