基于Bass模型的品牌扩散模型研究综述  

Research Review on Brand Diffusion Model Based on Bass Model

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》2009年第4期123-128,共6页Journal of Technology Economics

摘　　要：总结回顾了基于Bass模型的品牌扩散模型的主要研究进展,依据是否考虑了重复购买因素将品牌扩散模型分为品牌首次购买模型和品牌尝试-重复购买模型,并对两类模型进行了归纳和比较;探讨了在放宽基本扩散模型限制性假设方面的主要成果,并指出了未来研究的方向。This paper reviews the main research progress on the brand diffusion model based on the Bass model, and divides the brand diffusion model into the brand first purchase model and the brand trial-repeat purchase model according to repeat purchase, and summarizes and compares these two models. Then,it discusses the main research results about the relaxation of restrictive assumptions of the foundamental diffusion model. Finally,it points out future research directions.

关 键 词：BASS模型 品牌扩散模型 重复购买 限制性假设 

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