新产品扩散过程中供给约束对赠样策略的影响研究  

The Impact of Supply Constraint on Sampling in New Product Diffusion Process

作　　者：胡知能[1] 卢威[1] 韩冰[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：《管理工程学报》2016年第3期170-178,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70971091)

摘　　要：本文基于经典Bass模型,研究在供给约束情形下企业采取新产品赠样策略对产品扩散过程的影响。考虑企业存在生产规模的限制,则会出现供不应求,需综合考虑库存成本、顾客等待和顾客损失等因素,并将企业价格策略及消费者重复购买行为融入Bass模型,构建了优化模型群。结合产品特点进行分析表明,若最大生产规模增大,企业会增加最佳赠样水平以促进新产品扩散,并且期初赠样是其赠送最佳时期,形成"首期赠样效应";产品寿命周期越长,赠样率越低:若边际生产成本不变企业需要赠送更多的商品赠样,若边际生产成本减小可获得更高的利润。Since 1960s, the research of product model has gradually become active. Based on Bass （1969） model, most researchers proposed hypothesis, made new definitions to the variables, or modified or extended the basic model by including new factors. The product diffusion process is influenced by both internal factors and external factors. Some enterprises carry out various marketing strategies to improve external conditions. Other enterprises consider that production capacity and market demand play a vital role in the diffusion of new product. However, most of previous studies focus on diffusion under marketing strategies after launching new products. Very few studies consider supply constraints, such as out of stock and inventory. Generally, with limited product capacity enterprises may prepare some inventory levels with maximum product capacity before launching new products. According to the market demand, enterprises would consider factors, such as inventory cost, cost of waiting consumers, and so on to make production plans in order to maximizes profit. In the diffusion process of new products, consumers are divided into four categories, including experienced consumers, waiting consumers, impatient consumers, and demanding consumers. Potential consumer consists of three parts including purchased consumers, waiting consumer and impatient consumers who are unwilling to wait. As consumer behaviors are affected by product supply, it has practical implications to explore the diffusion process under supply constraints. This paper focuses on the impact of product sampling on new product diffusion under supply constraints. Lamer pointed out that experiencing new product samples, customers can learn about product performance, features and effects. Thus, new products could be promoted and customers would be encouraged to buy it. In addition, consumers repeat behaviors, price strategies and product life cycle to influence the new product diffusion process. With limited production capacity, the impact of product sampling

关 键 词：产品扩散 供给约束 产品赠样 生产规模 产品特性 

分 类 号：F273[经济管理—企业管理]