基于创新扩散理论的品牌生命周期研究

发布时间：2018-05-01 09:01

本文选题：创新扩散 + Bass模型　；参考：《南京理工大学》2010年博士论文

【摘要】： 品牌是企业在市场中最稳定的营运要素和经营核心,企业间的竞争归根到底是品牌的竞争。企业必须把握品牌生命周期的发展规律才能有效地指导品牌营销,从而提升品牌竞争力乃至实现品牌永续经营。因此,如何强化品牌生命周期管理是营销学界和品牌经营者普遍关注的热点。虽然不少学者对品牌生命周期问题进行探讨,但总体上,该问题仍处于初级研究阶段,品牌生命周期形成机理,品牌生命周期过程中的扩散现象,品牌生命周期的管理与控制等研究均未有公认成果出现。本文在研究创新扩散理论及品牌扩散研究的基础上,结合品牌营销相关理论,从理论上探讨品牌在其生命周期过程中的扩散规律,提出了基于创新扩散理论的品牌生命周期形成机理：结合品牌市场特征,系统的提出了无重复购买耐用品品牌、重复购买耐用品品牌、快速消费品品牌生命周期系列模型,采用相关品牌数据进行了深入的理论与实证研究：依据研究成果设计了模型参数动态调节机制,指导企业的品牌生命周期管理与品牌营销实践。本研究不但丰富了创新扩散理论,而且对品牌营销理论与实践具有较高的指导意义和应用价值。本文第一章简要介绍本研究的背景、目标、内容和技术路线等。第二章详尽论述了创新扩散理论以及基于Bass模型的品牌扩散模型的研究进展；依据是否考虑了重复购买因素将品牌扩散模型分为品牌首次购买模型和品牌尝试一重复购买模型,并对两类模型在放宽Bass模型限制性假设方面进行了归纳和比较。第三章是品牌生命周期形成机理研究及建模思考。通过品牌相关概念的辨析提出品牌生命周期与产品生命周期及品牌的相关特征协同演化的观点,并从创新扩散理论的视角出发,从理论上探讨品牌在其生命周期过程中的扩散规律,提出了基于创新扩散理论的品牌生命周期形成机理,并从基本假设和影响因素分析两个方面为品牌生命周期模型的构建做了准备工作。第四章构建了品牌生命周期系列模型。基于创新扩散理论,依据品牌的市场地位和特征,考虑品牌产品的重复购买因素,系统地提出了：(1)无重复购买耐用品品牌的垄断品牌、寡头品牌和竞争品牌生命周期模型以及竞争品牌生命周期一般模型；(2)重复购买耐用品品牌的垄断品牌、寡头品牌和竞争品牌生命周期模型；(3)快速消费品品牌生命周期模型；最后,对品牌生命周期模型的参数估计方法进行了探讨和比较。第五章是品牌生命周期系列模型的实证研究。分别以中国移动通信行业品牌数据对无重复购买耐用品品牌的垄断品牌、寡头品牌及竞争品牌生命周期模型进行了验证：以构造数据对重复购买耐用品品牌的垄断品牌生命周期模型进行了验证;以烟草行业某卷烟品牌数据对快速消费品品牌生命周期模型进行了验证。实证研究证明,本文提出的品牌生命周期系列模型能够很好地解释品牌生命周期的形成过程,不仅有科学性而且有实际应用价值。第六章是模型参数动态调节机制及品牌营销的应用研究。调节模型参数,探讨品牌生命周期的不同表现形态并分析其形成原因；结合参数的实际市场意义,探讨导致模型参数发生改变的各种因素(品牌营销变量)及其在品牌生命周期扩散活动中的作用,从而设计模型参数动态调节机制；将研究成果应用于实践,对品牌生命周期管理和品牌营销提出了指导性建议。第七章总结了本论文的主要工作与结论、主要创新之处及今后的研究方向等。
[Abstract]:Brand is the most stable operating factor and management core in the market. The competition among enterprises is the brand competition in the final analysis. Enterprises must grasp the development law of brand life cycle to effectively guide brand marketing, so as to improve brand competitiveness and even achieve brand sustainable management. Therefore, how to strengthen brand life cycle management. Although many scholars have discussed the problem of brand life cycle, many scholars have studied the life cycle of brand, but on the whole, the problem is still in the primary research stage, the formation mechanism of brand life cycle, the diffusion phenomenon in the brand life cycle, the management and control of the brand life cycle are not public. Recognition results appear.
On the basis of the study of the theory of innovation diffusion and the research of brand diffusion and the theory of brand marketing, this paper discusses the diffusion law of brand in its life cycle, and puts forward the formation mechanism of brand life cycle based on the theory of innovation diffusion. Product brand, repeat purchase of durable goods brand, rapid consumer product brand life cycle series model, use related brand data to carry on deep theoretical and empirical research: Based on research results, the dynamic regulation mechanism of model parameters is designed to guide brand life cycle management and brand marketing practice of enterprises. This study not only enriches the innovation of innovation. Diffusion theory is of high guiding significance and application value to brand marketing theory and practice.
The first chapter briefly introduces the background, objectives, contents and technical line of the study.
The second chapter expounds the research progress of the innovation diffusion theory and the brand diffusion model based on the Bass model. According to whether the brand diffusion model is divided into brand first purchase model and brand attempt a repeat purchase model, the two models are used to relax the restrictive hypothesis of the Bass model. Sum up and compare.
The third chapter is the research and modeling thinking of the formation mechanism of brand life cycle. Through the differentiation and analysis of brand related concepts, the viewpoint of co evolution of brand life cycle and product life cycle and brand related features is put forward, and from the perspective of innovation diffusion theory, the diffusion law of the brand in its life cycle is theoretically discussed. The formation mechanism of brand life cycle based on the theory of innovation diffusion is developed, and the preparation for the construction of brand life cycle model is made from two aspects of basic hypothesis and influencing factor analysis.
The fourth chapter constructs a series model of brand life cycle. Based on the theory of innovation diffusion, according to the market status and characteristics of the brand, the repeated purchase factors of brand products are considered. (1) the monopolistic brand, the oligopoly brand and the competitive brand life cycle model and the life cycle of the competitive brand are put forward. Like the model, (2) the Monopoly brand, the oligopoly brand and the competitive brand life cycle model; (3) the life cycle model of the fast consumer goods brand; finally, the method of parameter estimation of the brand life cycle model is discussed and compared.
The fifth chapter is an empirical study of the brand life cycle model. The brand data of China Mobile communication industry is used to verify the Monopoly brand, oligopoly brand and competitive brand life cycle model, respectively. The model of brand life cycle of fast consumer goods is verified by the cigarette brand data of tobacco industry. The empirical study proves that the brand life cycle model proposed in this paper can explain the formation process of brand life cycle well, not only scientific but also practical application value.
The sixth chapter is the dynamic adjustment mechanism of model parameters and the application of brand marketing. Adjust the parameters of the model, discuss the different manifestations of the brand life cycle and analyze the causes of its formation; and combine the actual market significance of the parameters, discuss the factors that lead to the change of model parameters (brand marketing variables) and their brand life cycle expansion. The function of dispersing the activity, thus designing the dynamic adjustment mechanism of the model parameters, applying the research results to the practice, and putting forward the guiding suggestions for brand life cycle management and brand marketing.
The seventh chapter summarizes the main work and conclusion, main innovations and future research directions.

【学位授予单位】：南京理工大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.1

【引证文献】