基于创新扩散的快速消费品品牌生命周期研究  

Research on Brand Life Cycle of Fast Moving Consumer Goods Based on Innovation Diffusion

作　　者：丁士海[1] 韩之俊[1] 

机构地区：[1]南京理工大学经济管理学院,南京210094

出　　处：《技术经济》2008年第7期39-42,共4页Journal of Technology Economics

摘　　要：品牌生命周期研究主要集中于模型构建、参数估计、阶段划分及相应营销策略研究等方向。本文基于创新扩散理论,在考虑品牌重复购买因素并结合品牌形成机理的基础上,提出快速消费品品牌生命周期模型;并应用非线性最小二乘法进行参数估计,且通过实例对模型进行检验;根据首次购买和重复购买的变化趋势,提出了较为科学合理的阶段划分方法,从而为企业做出营销决策提供理论依据。The st udy on Brand Lithe Cycle mainly focuses on these aspects, such as model construction, parameters estimation, phase division, relevant marketing strategies and so on. Based on the innovation diffusion theory as well as the brand repeat purchases and the analysis of the brand-forming mechanlsm,this paper proposes the brand life-cycle model of fast moving consumer goods. And then,it applies non-linear least squares to parameters estimation,and uses a case to verify this model. Finally, according to the change trend of first purchase and repeat purchase,it puts forward the comparatively scientific and reasonable phase division method in order to provide the theoretical basis for enterprise＇s marketing decision.

关 键 词：品牌生命周期 创新扩散 重复购买 参数估计 

分 类 号：F273.2[经济管理—企业管理] F224[经济管理—国民经济]