基于创新扩散的耐用品品牌扩散模型探析  

Research on the Model of Durables Brand Diffusion 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：《软科学》2009年第3期127-133,共7页Soft Science

摘　　要：基于创新扩散理论并依据耐用品品牌的市场特征,系统地提出了耐用品品牌的垄断品牌扩散模型、寡头品牌扩散模型、品牌竞争扩散模型和品牌竞争扩散一般模型;采用中国移动通信产业品牌的实际数据对前三个模型进行了验证。Based on the innovation diffusion theory and according to the market characteristics of durables brand as well, the paper systematically puts forwards four models of durables brand. The models are as follows ： the model of monopolistic- brand diffusion, the model of oligopolistic -brand diffusion, the model of competitive -brand diffusion, and the generalized model of competitive - brand diffusion. The first three models are verified by the brand＇s real data of China mobile and telecom industry.

关 键 词：耐用品品牌 品牌扩散 创新扩散 BASS模型 

分 类 号：F713.50[经济管理—市场营销]