惯性购买行为下创新产品多品牌竞争博弈分析  

An Analysis to the Game of the Multiple Brands of Creative Products in the Context of Habitual Purchase

作　　者：王朋[1] 王晛[2] 

机构地区：[1]西南交通大学 [2]华南理工大学,广东广州510091

出　　处：《系统工程》2007年第1期89-93,共5页Systems Engineering

基　　金：广州市软科学研究计划项目(2006Y1-H0171)

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。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.

关 键 词：市场营销 新产品扩散 博弈模型 

分 类 号：F713[经济管理—产业经济]