惯性购买市场中的品牌竞争扩散模型  

Diffusion Model of Brand Competition in the Market of Habitual Purchase

作　　者：王朋[1] 王晛[2] 孙骅[1] 

机构地区：[1]广州大学,广东广州510006 [2]华南理工大学,广东广州510091

出　　处：《系统工程》2008年第8期88-92,共5页Systems Engineering

基　　金：广州市软科学研究计划项目(2006Y1-H0171)

摘　　要：通过引入反映惯性购买市场对新产品(新品牌)扩散阻滞作用的一组系数,对B ass模型进行差异性柔化,并运用马尔柯夫链的方法对顾客期望状态转移概率进行估计,建立了惯性购买市场中更新换代产品的品牌竞争扩散模型。This article introduces a set of coefficients which reflect obstructive effect the market of habitual purchase has on the diffusion of new products/brand to soften differences of Bass diffusion model. Then a rational estimate is made on the transference probability of customers＇ expectation by Markov process （chain）. Accordingly, we construct a diffusion model of brand competition of upgraded products in the market of habitual purchase.

关 键 词：技术创新 新产品扩散 品牌竞争 惯性购买行为 

分 类 号：F713[经济管理—产业经济]