免费商品对独立产品扩散的影响分析

以低值易耗品为研究对象, 基于传统的Bass扩散模型, 在价格营销策略下建立了多时期免费商品赠送水平的优化模型群, 将重复购买、批量购买等众多因素引入模型中, 应用灵敏度分析探讨了参数变化时最优解的稳定性, 结果表明: 免费商品的赠送会加快独立产品的扩散过程; 在价格策略选择时, 采用渗透策略的结果最好; 免费商品在首期赠送的效果要优于其他时期赠送, 形成了"首期赠样效应"; 当消费者需要批量购买时, 就需要更多的免费商品的赠送使得消费者对本商品的了解程度增加, 但在批量购买较高时赠送水平会维持在一个稳定水平下. 在此基础之上, 为企业的实际应用给出了基本操作步骤.

Impact of sampling on the diffusion of independent product

Based on the Bass model, new product diffusion is researched on the consumables in this paper. Taking the repeat purchase and multiple-unit adoptions into consideration, we established the model group to calculate the optimal levels of sampling at any period under the price marketing strategy. Then, we researched the stability of the optimal solution with the change of parameters by using the sensitivity analysis. Through the solutions and comparative analysis of the sampling at time zero and at single time on the whole diffusion process, we can draw some conclusions: the effect of sampling will accelerate the diffusion process of independent product. The benefit of sampling at time zero is larger than sampling at the other periods, which forms "the phenomenon on sampling at time zero". When consumers want to adopt multiple-unit goods, it should need more samples to let them to know the product much better. However, the levels of sampling will remain at a stable low level with the increasing of the batch, which are purchased by the consumer. Based on the results, the paper presents the basic operational procedure for the firms.