考虑竞争与重复购买因素的耐用品品牌扩散模型  

The diffusion model of consumer-durables brands with competition and repeat purchase

作　　者：丁士海[1,2] 韩之俊[1] 

机构地区：[1]南京理工大学经济管理学院,南京210094 [2]安徽中烟工业公司,合肥230088

出　　处：《系统工程理论与实践》2011年第7期1320-1327,共8页Systems Engineering-Theory & Practice

摘　　要：Bass模型是耐用品首次购买垄断模型;对于大多数耐用品品牌市场,竞争与重复购买现象并存.在结合创新扩散理论与品牌营销理论的基础上,科学地探讨了考虑竞争与重复购买因素的耐用品品牌扩散机理,区别于前人缺乏品牌扩散机理理论基础的研究;提出了耐用品品牌的竞争扩散模型、重复购买扩散模型,进一步提出了耐用品两个品牌的竞争与重复购买扩散模型;分析了与MSB模型、GMM模型以及耐用品品牌系列扩散模型之间的联系和模型参数变化对耐用品品牌扩散的影响;对耐用品两个品牌的竞争与重复购买扩散模型进行了数值分析,结果表明与市场实际相符,可以合理解释品牌的扩散过程.Bass model is the initial-purchase monopolistic model of consumer durables. Competition and repeat purchase exist side by side for the main markets of consumer-durables brand. Based on the research into the innovation diffusion theory and the relevant theories in brand marketing, the paper firstly probes scientifically into the laws of diffusion of consumer-durables brand in the light of the elements of competition and repeat purchase. However, previous researches lacked the research into theoretical basis of the laws of diffusion of brand. And then the author puts forward the Brand-competition Diffusion Model of consumer-durables brand and the Brand Diffusion Model of repeat-purchase brand, and further establishes the Brand Diffusion Model of competition-and-repeat-purchase brand for two consumer-durables brands. And furthermore, the paper analyzes the relations between it and some other models such as MSB Model, GMM Model and the series of brand diffusion models of consumer-durables brand, and analyzes the influence of the change of model parameters on ＇the Diffusion Model of consumer-durables brand. At last, by numerically analyzing the brand diffusion models of competition-and-repeat-purchase brand for two consumer-durables brands, the paper comes to conclusions that the result corresponds to the market reality and it can rationally expound the diffusion process of brands.

关 键 词：耐用品品牌 创新扩散 品牌竞争 重复购买 

分 类 号：F713.50[经济管理—市场营销]