互联网产品附随扩散模型及广告投入动态决策研究  

Research on the Proliferation Model of Internet Products and the Dynamic Decision-making of Advertising Input

作　　者：王艳 Wang Yan(School of Economics Management and Law,University of South China,Hengyang,China)

机构地区：[1]南华大学经济管理与法学学院,湖南衡阳

出　　处：《科学技术创新》2023年第15期87-91,共5页Scientific and Technological Innovation

基　　金：湖南省自然科学基金项目(2020JJ5484,2023JJ30509);湖南省教育厅科学研究项目(20C1616)。

摘　　要：互联网产品在投放推广时,由于其虚拟性及开放性特征,与传统行业产品的推广方式大不相同。本研究基于BASS模型,考虑互联网产品的开放性、虚拟性及强网络外部性,建立互联网新产品附随扩散模型。为验证模型的正确性,采用Tencent公司的QQ与微信产品用户数据进行拟合计算。结果表明:建立的新模型与传统模型相比具有更佳的预测拟合优度。运用新模型的预测功能并结合广告分阶段推广策略理论,可以帮助互联网企业做出更合适的产品广告投入决策。The promotion of Internet products is very different from that of traditional industry products due to their virtual and open characteristics.Based on the BASS model,this research considers the openness,virtual nature and strong network externalities of internet products and establishes a model for the diffusion of new internet product attachments.To verify the correctness of the model,we used Tencent's QQ and WeChat product user data for the fitting calculation.The results show that the new model has better prediction fit compared with the traditional model.Using the prediction function of the new model and combining with the theory of advertising phased promotion strategy,it can help Internet companies make more appropriate product advertising investment decisions.

关 键 词：互联网企业 BASS模型 产品推广 附随扩散模型 

分 类 号：TP393[自动化与计算机技术—计算机应用技术] F49[自动化与计算机技术—计算机科学与技术]