基于用户体验的Bass扩散模型研究

根据经典Bass模型,从消费者个体角度出发,构建了基于用户体验的产品信息扩散模型.通过采用微分方程的数学方法,分析了产品使用者总人数与渠道系数的关系以及不愉快体验对于产品购买的影响,并且利用仿真软件验证了在不同参数条件下两类信息对经典产品和新产品信息扩散的影响及扩散状态差异.最后对模型仿真得出的模拟数据和图表进行了分析,得出产品用户体验是企业产品的保障,企业必须注重新客户对于信息的偏好,并给出能使企业持续经营、夺得市场份额的策略,为竞争性产品市场拓展提供建设性意见,从而指导企业制定新产品市场战略.

Bass Diffusion Model Based on User Experiences

According to the classical Bass model,a product information diffusion model was proposed based on user experiences from the perspective of consumers.In the light of the model,the relationship between the total number of product users and the channel coefficient as well as the impact of unpleasant experiences on the purchase of products were analyzed by using mathematical methods for solving differential equations.Then,the model was validated under different parameters conditions by simulation ananlysis on the influence of two types of informations on the classic and new products information diffusion and on the diffusion status differences.Finally,the analog data and charts resulted from the model simulation were analyzed and a policy which can enable enterprises to continue to operate and win the market share was proposed.Some conclusions and constructive suggestions were provided,which help the product to expand the competitive market.Moreover,guidances and theoretical supports for the strategic formulation were also suggested.