消费者个体采用决策的企业新产品扩散策略研究  

Company Product Diffusion Strategy Based on Individual Decision

作　　者：颜海兴[1] 宋福根[1] 程彦敏[1] 

机构地区：[1]东华大学旭日管理学院,上海200051

出　　处：《上海电机学院学报》2010年第2期112-115,共4页Journal of Shanghai Dianji University

摘　　要：在研究了传统的创新扩散模型上,提出了从微观层面构建的扩散模型方法。解决了Bass模型族作为宏观扩散模型无法和企业微观营销策略很好地结合的缺点,以消费者行为理论为基础,同时考虑了个体消费者微观决策的差异性,大大加强了这项研究的科学性。This paper studies a traditional model of innovation diffusion, and proposes a different diffusion model built from a micro level. This research solves the problem that the Bass models of a macro- diffusion model cannot combine perfectly with the micro enterprise marketing strategy. A long- term breakthrough in the Bass models of dominant ethnic group limitations is built based on the theory of consumer behavior. This significantly strengthens the scientific basis of the study.

关 键 词：创新扩散 市场营销 个体决策 BASS模型 

分 类 号：F713.50[经济管理—市场营销]