本文選題：新產(chǎn)品擴(kuò)散　切入點(diǎn)：Bass模型　出處：《社會(huì)科學(xué)戰(zhàn)線》2017年03期 　論文類型：期刊論文

【摘要】：非耐用新消費(fèi)品營銷的擴(kuò)散多數(shù)具有層次擴(kuò)散特征,主要體現(xiàn)在幾個(gè)方面:一是在擴(kuò)散的初期以消費(fèi)者數(shù)量的增加為主;二是在擴(kuò)散的后期主要以個(gè)體消費(fèi)數(shù)量的擴(kuò)散為主,并且總的營銷擴(kuò)散是以消費(fèi)者數(shù)量擴(kuò)散為條件的,在這種條件下,標(biāo)準(zhǔn)的Bass模型不能對其進(jìn)行有效分析。為此文章提出了層次擴(kuò)散模型,模型中把擴(kuò)散驅(qū)動(dòng)因素分為基礎(chǔ)層和擴(kuò)展層,進(jìn)一步假設(shè)擴(kuò)展層的潛在市場規(guī)模是基礎(chǔ)層的函數(shù),這樣就把兩個(gè)擴(kuò)散納入一個(gè)模型中來,解決了非耐用新消費(fèi)品營銷層次擴(kuò)散建模難的問題。最后通過實(shí)證分析認(rèn)為層次擴(kuò)散模型要優(yōu)于Bass模型,并對非耐用新消費(fèi)品層次擴(kuò)散營銷提出相應(yīng)的政策建議。
[Abstract]:Most of the diffusion of non-durable new consumer goods marketing has the characteristics of hierarchical diffusion, which is mainly reflected in several aspects: first, the increase in the number of consumers in the initial stage of diffusion; second, in the later stage of diffusion, the diffusion of the quantity of individual consumption is the main factor. And the total marketing diffusion is conditioned by the consumer quantity diffusion. Under this condition, the standard Bass model can not be effectively analyzed. Therefore, the hierarchical diffusion model is proposed in this paper. In the model, diffusion drivers are divided into base layer and extension layer, and the potential market size of the extension layer is assumed to be a function of the base layer, so that the two diffusion factors are incorporated into one model. Finally, the hierarchical diffusion model is considered to be superior to the Bass model through empirical analysis, and the corresponding policy recommendations for the hierarchical diffusion marketing of non-durable new consumer goods are put forward.
【作者單位】： 北京物資學(xué)院經(jīng)濟(jì)學(xué)院;首都經(jīng)濟(jì)貿(mào)易大學(xué)經(jīng)濟(jì)學(xué)院;
【基金】：國家社會(huì)科學(xué)基金重大項(xiàng)目(14ZDA072) 北京市屬高等學(xué)校高層次人才引進(jìn)與培養(yǎng)“長城學(xué)者”計(jì)劃資助項(xiàng)目(CIT&TCD20140321)
【分類號】：F014.5

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本文編號：1620971