本文選題：創(chuàng)新擴(kuò)散 + Bass模型��； 參考：《南京理工大學(xué)》2010年博士論文

【摘要】： 品牌是企業(yè)在市場中最穩(wěn)定的營運要素和經(jīng)營核心,企業(yè)間的競爭歸根到底是品牌的競爭。企業(yè)必須把握品牌生命周期的發(fā)展規(guī)律才能有效地指導(dǎo)品牌營銷,從而提升品牌競爭力乃至實現(xiàn)品牌永續(xù)經(jīng)營。因此,如何強(qiáng)化品牌生命周期管理是營銷學(xué)界和品牌經(jīng)營者普遍關(guān)注的熱點。雖然不少學(xué)者對品牌生命周期問題進(jìn)行探討,但總體上,該問題仍處于初級研究階段,品牌生命周期形成機(jī)理,品牌生命周期過程中的擴(kuò)散現(xiàn)象,品牌生命周期的管理與控制等研究均未有公認(rèn)成果出現(xiàn)。 本文在研究創(chuàng)新擴(kuò)散理論及品牌擴(kuò)散研究的基礎(chǔ)上,結(jié)合品牌營銷相關(guān)理論,從理論上探討品牌在其生命周期過程中的擴(kuò)散規(guī)律,提出了基于創(chuàng)新擴(kuò)散理論的品牌生命周期形成機(jī)理：結(jié)合品牌市場特征,系統(tǒng)的提出了無重復(fù)購買耐用品品牌、重復(fù)購買耐用品品牌、快速消費品品牌生命周期系列模型,采用相關(guān)品牌數(shù)據(jù)進(jìn)行了深入的理論與實證研究：依據(jù)研究成果設(shè)計了模型參數(shù)動態(tài)調(diào)節(jié)機(jī)制,指導(dǎo)企業(yè)的品牌生命周期管理與品牌營銷實踐。本研究不但豐富了創(chuàng)新擴(kuò)散理論,而且對品牌營銷理論與實踐具有較高的指導(dǎo)意義和應(yīng)用價值。 本文第一章簡要介紹本研究的背景、目標(biāo)、內(nèi)容和技術(shù)路線等。 第二章詳盡論述了創(chuàng)新擴(kuò)散理論以及基于Bass模型的品牌擴(kuò)散模型的研究進(jìn)展；依據(jù)是否考慮了重復(fù)購買因素將品牌擴(kuò)散模型分為品牌首次購買模型和品牌嘗試一重復(fù)購買模型,并對兩類模型在放寬Bass模型限制性假設(shè)方面進(jìn)行了歸納和比較。 第三章是品牌生命周期形成機(jī)理研究及建模思考。通過品牌相關(guān)概念的辨析提出品牌生命周期與產(chǎn)品生命周期及品牌的相關(guān)特征協(xié)同演化的觀點,并從創(chuàng)新擴(kuò)散理論的視角出發(fā),從理論上探討品牌在其生命周期過程中的擴(kuò)散規(guī)律,提出了基于創(chuàng)新擴(kuò)散理論的品牌生命周期形成機(jī)理,并從基本假設(shè)和影響因素分析兩個方面為品牌生命周期模型的構(gòu)建做了準(zhǔn)備工作。 第四章構(gòu)建了品牌生命周期系列模型�；趧�(chuàng)新擴(kuò)散理論,依據(jù)品牌的市場地位和特征,考慮品牌產(chǎn)品的重復(fù)購買因素,系統(tǒng)地提出了：(1)無重復(fù)購買耐用品品牌的壟斷品牌、寡頭品牌和競爭品牌生命周期模型以及競爭品牌生命周期一般模型；(2)重復(fù)購買耐用品品牌的壟斷品牌、寡頭品牌和競爭品牌生命周期模型；(3)快速消費品品牌生命周期模型；最后,對品牌生命周期模型的參數(shù)估計方法進(jìn)行了探討和比較。 第五章是品牌生命周期系列模型的實證研究。分別以中國移動通信行業(yè)品牌數(shù)據(jù)對無重復(fù)購買耐用品品牌的壟斷品牌、寡頭品牌及競爭品牌生命周期模型進(jìn)行了驗證：以構(gòu)造數(shù)據(jù)對重復(fù)購買耐用品品牌的壟斷品牌生命周期模型進(jìn)行了驗證;以煙草行業(yè)某卷煙品牌數(shù)據(jù)對快速消費品品牌生命周期模型進(jìn)行了驗證。實證研究證明,本文提出的品牌生命周期系列模型能夠很好地解釋品牌生命周期的形成過程,不僅有科學(xué)性而且有實際應(yīng)用價值。 第六章是模型參數(shù)動態(tài)調(diào)節(jié)機(jī)制及品牌營銷的應(yīng)用研究。調(diào)節(jié)模型參數(shù),探討品牌生命周期的不同表現(xiàn)形態(tài)并分析其形成原因；結(jié)合參數(shù)的實際市場意義,探討導(dǎo)致模型參數(shù)發(fā)生改變的各種因素(品牌營銷變量)及其在品牌生命周期擴(kuò)散活動中的作用,從而設(shè)計模型參數(shù)動態(tài)調(diào)節(jié)機(jī)制；將研究成果應(yīng)用于實踐,對品牌生命周期管理和品牌營銷提出了指導(dǎo)性建議。 第七章總結(jié)了本論文的主要工作與結(jié)論、主要創(chuàng)新之處及今后的研究方向等。
[Abstract]:Brand is the most stable operating factor and management core in the market. The competition among enterprises is the brand competition in the final analysis. Enterprises must grasp the development law of brand life cycle to effectively guide brand marketing, so as to improve brand competitiveness and even achieve brand sustainable management. Therefore, how to strengthen brand life cycle management. Although many scholars have discussed the problem of brand life cycle, many scholars have studied the life cycle of brand, but on the whole, the problem is still in the primary research stage, the formation mechanism of brand life cycle, the diffusion phenomenon in the brand life cycle, the management and control of the brand life cycle are not public. Recognition results appear.
On the basis of the study of the theory of innovation diffusion and the research of brand diffusion and the theory of brand marketing, this paper discusses the diffusion law of brand in its life cycle, and puts forward the formation mechanism of brand life cycle based on the theory of innovation diffusion. Product brand, repeat purchase of durable goods brand, rapid consumer product brand life cycle series model, use related brand data to carry on deep theoretical and empirical research: Based on research results, the dynamic regulation mechanism of model parameters is designed to guide brand life cycle management and brand marketing practice of enterprises. This study not only enriches the innovation of innovation. Diffusion theory is of high guiding significance and application value to brand marketing theory and practice.
The first chapter briefly introduces the background, objectives, contents and technical line of the study.
The second chapter expounds the research progress of the innovation diffusion theory and the brand diffusion model based on the Bass model. According to whether the brand diffusion model is divided into brand first purchase model and brand attempt a repeat purchase model, the two models are used to relax the restrictive hypothesis of the Bass model. Sum up and compare.
The third chapter is the research and modeling thinking of the formation mechanism of brand life cycle. Through the differentiation and analysis of brand related concepts, the viewpoint of co evolution of brand life cycle and product life cycle and brand related features is put forward, and from the perspective of innovation diffusion theory, the diffusion law of the brand in its life cycle is theoretically discussed. The formation mechanism of brand life cycle based on the theory of innovation diffusion is developed, and the preparation for the construction of brand life cycle model is made from two aspects of basic hypothesis and influencing factor analysis.
The fourth chapter constructs a series model of brand life cycle. Based on the theory of innovation diffusion, according to the market status and characteristics of the brand, the repeated purchase factors of brand products are considered. (1) the monopolistic brand, the oligopoly brand and the competitive brand life cycle model and the life cycle of the competitive brand are put forward. Like the model, (2) the Monopoly brand, the oligopoly brand and the competitive brand life cycle model; (3) the life cycle model of the fast consumer goods brand; finally, the method of parameter estimation of the brand life cycle model is discussed and compared.
The fifth chapter is an empirical study of the brand life cycle model. The brand data of China Mobile communication industry is used to verify the Monopoly brand, oligopoly brand and competitive brand life cycle model, respectively. The model of brand life cycle of fast consumer goods is verified by the cigarette brand data of tobacco industry. The empirical study proves that the brand life cycle model proposed in this paper can explain the formation process of brand life cycle well, not only scientific but also practical application value.
The sixth chapter is the dynamic adjustment mechanism of model parameters and the application of brand marketing. Adjust the parameters of the model, discuss the different manifestations of the brand life cycle and analyze the causes of its formation; and combine the actual market significance of the parameters, discuss the factors that lead to the change of model parameters (brand marketing variables) and their brand life cycle expansion. The function of dispersing the activity, thus designing the dynamic adjustment mechanism of the model parameters, applying the research results to the practice, and putting forward the guiding suggestions for brand life cycle management and brand marketing.
The seventh chapter summarizes the main work and conclusion, main innovations and future research directions.

【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F273.1

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 張曉春;基于計算實驗的品牌擴(kuò)散模擬研究[D];南京大學(xué);2011年

2 馮鐸;區(qū)域經(jīng)濟(jì)發(fā)展中的創(chuàng)新擴(kuò)散研究[D];東北師范大學(xué);2011年

3 黃瓊;“星座文化”在中國的創(chuàng)新擴(kuò)散研究[D];湖南大學(xué);2011年

，

本文編號：1828634