新产品跨区域扩散的促销策略优化  

On Optimization of Promotion Strategies for Cross-regional Diffusion of New Product

作　　者：胡知能[1] 张鹏[1] 

机构地区：[1]四川大学不确定决策实验室,四川成都610064

出　　处：《工业工程与管理》2012年第5期104-111,共8页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(70971091)

摘　　要：针对新产品跨区域的扩散问题,将市场分为本地市场和外地市场,并考虑本地市场对外地市场产生的影响。通过改进的Bass扩散模型,进行以价格策略组合和免费商品赠送为促销策略的优化分析,探讨区域扩散过程中两地市场的扩散情形。数值分析结果表明:在产品促销策略中,赠样会促进产品扩散,渗透价格策略最优;本地市场对外地市场产品的扩散存在促进作用;考虑重复购买行为时,促销策略产生的效果不变。灵敏度分析表明外部影响率对各自市场的赠样水平存在较大的负影响,但对非自身市场负影响较小;本地市场对外地市场的影响率和/或批量购买量越大,本地市场就越值得采用赠样,但外地市场则越不值得。For regional diffusion of a new product, this paper divides product market into a local market and a foreign market and presents a model group of regional diffusion of new product, considering the impact of the local market on the foreign market. Then, based on the improved Bass diffusion model, the paper explores the effect of pricing mix, the optimum promotion mix, and the diffusion process of the local and the foreign market. The analysis of model group indicates below：for promotion strategies, sampling can promote the diffusion of the new product; penetration price strategy is the best one. In addition, the diffusion of the local market has a positive influence on the diffusion of the foreign market; promotion strategies have the same effect when considering repeat purchase. The sensitivity analysis indicates that the external innovation coefficients have more negative impact for self-market, but less for non-self market;as the effect of the local market on the foreign market, and/or the multiple units of purchase increase, the local market is more using sampling; however, the foreign market is worthess.

关 键 词：产品扩散 区域扩散 价格策略 促销策略 免费商品 模型群 

分 类 号：F272.2[经济管理—企业管理]