| 惯性购买行为下创新产品多品牌竞争博弈分析 |
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| 引用本文： | 王朋,王.惯性购买行为下创新产品多品牌竞争博弈分析[J].系统工程,2007,25(1):89-93. |
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| 作者姓名： | 王朋 王 |
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| 作者单位： | 1. 西南交通大学,四川,成都,610000;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： | 综合运用消费行为学和随机过程理论,通过对顾客期望状态转移概率进行合理估计,建立了惯性购买消费行为下率先与模仿创新产品以多品牌策略进入市场的品牌竞争扩散模型;并以该模型为基础,进行了双寡头企业率先与模仿创新博弈分析。
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| 关 键 词： | 市场营销 新产品扩散 博弈模型 |
| 文章编号： | 1001-4098（2007）01-0089-05 |
| 修稿时间： | 2006-05-08 |
An Analysis to the Game of the Multiple Brands of Creative Products in the Context of Habitual Purchase |
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| WANG Peng,WANG Xian.An Analysis to the Game of the Multiple Brands of Creative Products in the Context of Habitual Purchase[J].Systems Engineering,2007,25(1):89-93. |
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| Authors: | WANG Peng WANG Xian |
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| Institution: | 1. Southwest Jiaotong University,Chengdu 610000,China; 2. Guangzhou University,Guangzhou 510006,China; 3. South China University of Technology,Guangzhou 510091,China |
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| Abstract: | By integrating the theories of consumption behavior studies and the random process theory,and on the basis of a reasonable estimate of the probability of customers' expectation,a diffusion model of the multiple brands of creative and imitative products in the context of habitual purchase is constructed.Moreover,with the model as the basis,an analysis is made of the game of enterprises of duopoly in their undertaking of creation and imitation. |
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| Keywords: | Marketing Diffusion of New Products Game Model |
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