本文選題：創(chuàng)新擴散 + Bass模型　； 參考：《哈爾濱工業(yè)大學》2012年碩士論文

【摘要】：隨著通信技術的不斷創(chuàng)新，通信產(chǎn)品逐漸成為我們?nèi)粘Ｉ钪斜夭豢缮俚囊环N交流工具，逐漸高速的信息處理速度為人們提供了更加方便、快捷的生活和工作方式。移動通信技術的逐漸完善，使得人們之間的交流、合作可以在全球任意一個角落進行，人們對通信產(chǎn)品的依賴也越來越強。通過使用創(chuàng)新擴散理論研究通信產(chǎn)品的擴散過程，不僅能夠在實際應用中幫助通信運營商最大化的獲得收益，實現(xiàn)產(chǎn)品的有效擴散，提升自己的核心競爭力，而且也將對黑龍江省的通信行業(yè)的發(fā)展具有重大的意義。 國內(nèi)外眾多學者從預測、擴散機制、影響因素和競爭作用等多個角度對通信產(chǎn)品在各個地區(qū)的擴散情況進行了研究，很少從消費者和企業(yè)的角度進行考慮。本文將從消費者效用、產(chǎn)品競爭和企業(yè)收入三個角度出發(fā)，使用從黑龍江省通信管理局獲得的通信產(chǎn)品的實際數(shù)據(jù)，基于創(chuàng)新擴散理論和消費者效用理論，建立模型刻畫不同情況下的產(chǎn)品擴散情況，并根據(jù)擬合結果從通信商、消費者和通信管理局等角度來提供一定的建議。 本文首先詳細介紹了研究的背景、研究意義和國內(nèi)外研究現(xiàn)狀，在分析國內(nèi)外現(xiàn)狀的基礎上，探討目前需要研究的問題。其次，，使用消費者效用理論與產(chǎn)品擴散理論相結合，從消費者效用的角度研究不同運營商的通信產(chǎn)品擴散，很好的刻畫各通信商的品牌效應大小以及價格敏感度。然后，針對市場中不同產(chǎn)品之間存在共享用戶時的產(chǎn)品擴散情況，構建模型刻畫黑龍江省固定電話和移動電話之間的擴散規(guī)律，分析不同產(chǎn)品用戶之間的相互作用關系。最后，從企業(yè)收入角度出發(fā)，通過將企業(yè)的收入情況與產(chǎn)品的擴散情況綜合進行研究，建立相關模型來刻畫收入隨產(chǎn)品擴散的關系，通過實證分析為相關企業(yè)高層管理者提供決策依據(jù)和合理建議，通過相關措施提高自身企業(yè)的收入和利潤。
[Abstract]:With the continuous innovation of communication technology, communication products have gradually become an indispensable communication tool in our daily life, and gradually high-speed information processing speed has provided people with a more convenient and fast way of life and work. With the gradual improvement of mobile communication technology, communication and cooperation between people can be carried out in any part of the world, and people rely more and more on communication products. By using the innovation diffusion theory to study the diffusion process of communication products, it can not only help the communication operators maximize the benefits in practical applications, but also realize the effective diffusion of the products and enhance their core competitiveness. And will also have great significance to the development of communication industry in Heilongjiang Province. Many scholars at home and abroad have studied the diffusion of communication products in various regions from the perspectives of prediction, diffusion mechanism, influencing factors and competition, and rarely considered from the perspective of consumers and enterprises. In this paper, from the perspective of consumer utility, product competition and enterprise income, we will use the actual data of communication products obtained from Heilongjiang Provincial Communications Administration Bureau, based on innovation diffusion theory and consumer utility theory. A model is established to describe the product diffusion in different situations, and some suggestions are provided from the point of view of communication provider, consumer and communication administration according to the fitting results. In this paper, the background, significance and current situation of the research are introduced in detail. Based on the analysis of the present situation at home and abroad, the problems that need to be studied are discussed. Secondly, by combining consumer utility theory with product diffusion theory, this paper studies the communication product diffusion of different operators from the perspective of consumer utility, and describes the brand effect and price sensitivity of different telecom operators. Then, aiming at the diffusion of products with shared users among different products in the market, a model is built to describe the diffusion law between fixed telephone and mobile phone in Heilongjiang Province, and the interaction relationship between users of different products is analyzed. Finally, from the point of view of enterprise income, the relationship between income and product diffusion is described by synthesizing enterprise income and product diffusion. Through the empirical analysis to provide the decision basis and reasonable suggestion for the senior managers of the related enterprises, and to improve the income and profit of their own enterprises through the relevant measures.
【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F626

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