| 惯性购买市场中的品牌竞争扩散模型 |
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| 引用本文： | 王朋,王晛,孙骅.惯性购买市场中的品牌竞争扩散模型[J].系统工程,2008,26(8). |
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| 作者姓名： | 王朋 王晛 孙骅 |
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| 作者单位： | 1. 广州大学,广东,广州,510006
2. 华南理工大学,广东,广州,510091 |
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| 基金项目： | 广东省广州市软科学基金 |
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| 摘 要： | 通过引入反映惯性购买市场对新产品(新品牌)扩散阻滞作用的一组系数,对Bass模型进行差异性柔化,并运用马尔柯夫链的方法对顾客期望状态转移概率进行估计,建立了惯性购买市场中更新换代产品的品牌竞争扩散模型.
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| 关 键 词： | 技术创新 新产品扩散 品牌竞争 惯性购买行为 |
Diffusion Model of Brand Competition in the Market of Habitual Purchase |
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| WANG Peng,WANG Xian,SUN Hua.Diffusion Model of Brand Competition in the Market of Habitual Purchase[J].Systems Engineering,2008,26(8). |
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| Authors: | WANG Peng WANG Xian SUN Hua |
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| Institution: | 1.Guangzhou University;Guangzhou 510006;China;2.South China University of Technology;Guangzhou 510091;China |
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| Abstract: | This article introduces a set of coefficients which reflect obstructive effect the market of habitual purchase has on the diffusion of new products/brand to soften differences of Bass diffusion model.Then a rational estimate is made on the transference probability of customers' expectation by Markov process(chain).Accordingly,we construct a diffusion model of brand competition of upgraded products in the market of habitual purchase. |
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| Keywords: | Technical Innovation Brand Competition Diffusion of New Products Habitual Purchase |
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