不连续技术创新产品早期市场侵入模式与消费者购买意向的演化博弈分析  

Analysis of Evolution Game about Early Market Encroachment Patterns of Discontinuous Technological Innovation Products

作　　者：张术丹[1,2] 肖海林[1] 

机构地区：[1]中央财经大学商学院,北京100081 [2]内蒙古财经大学,内蒙古呼和浩特010070

出　　处：《科技管理研究》2015年第23期216-222,共7页Science and Technology Management Research

基　　金：北京市自然科学基金项目"北京市变轨型高技术企业创业:市场变轨初期的营销模式研究"(9132013)

摘　　要：企业对不连续技术创新产品早期市场侵入模式的选择与消费者购买意向密切相关。从动态视角构建不连续技术创新产品早期市场侵入模式选择与消费者购买意向之间的演化博弈模型,通过分析得出不同情形下企业和消费者的演化稳定策略,并对各参数赋予不同的数值进行模拟仿真,描绘不连续技术创新产品早期市场侵入模式与消费者购买意向之间的演化趋势和结果,为企业制定早期的市场侵入策略提供理论借鉴。The selection of early market encroachment patterns is closely related to consumers purchase intention. From the dynamic perspective, the paper constructed the evolutionary game model about the selection of encroachment patterns of dis- continuous technology innovation products and consumers purchase intention, gained evolutionary stable strategy under the various condition, gave different numerical simulation on every parameter, and described the evolution trend and result a- bout the enterprise encroachment patterns of discontinuous innovation products and consumer purchase intention. This paper provided a reference to early market encroachment patterns of discontinuous technological innovation products.

关 键 词：不连续技术创新产品 市场侵入模式 演化博弈 购买意向 仿真分析 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]