非耐用新消费品营销层次扩散模型实证研究

发布时间：2018-03-16 17:41

本文选题：新产品扩散　切入点：Bass模型　出处：《社会科学战线》2017年03期 　论文类型：期刊论文

【摘要】：非耐用新消费品营销的扩散多数具有层次扩散特征,主要体现在几个方面:一是在扩散的初期以消费者数量的增加为主;二是在扩散的后期主要以个体消费数量的扩散为主,并且总的营销扩散是以消费者数量扩散为条件的,在这种条件下,标准的Bass模型不能对其进行有效分析。为此文章提出了层次扩散模型,模型中把扩散驱动因素分为基础层和扩展层,进一步假设扩展层的潜在市场规模是基础层的函数,这样就把两个扩散纳入一个模型中来,解决了非耐用新消费品营销层次扩散建模难的问题。最后通过实证分析认为层次扩散模型要优于Bass模型,并对非耐用新消费品层次扩散营销提出相应的政策建议。
[Abstract]:Most of the diffusion of non-durable new consumer goods marketing has the characteristics of hierarchical diffusion, which is mainly reflected in several aspects: first, the increase in the number of consumers in the initial stage of diffusion; second, in the later stage of diffusion, the diffusion of the quantity of individual consumption is the main factor. And the total marketing diffusion is conditioned by the consumer quantity diffusion. Under this condition, the standard Bass model can not be effectively analyzed. Therefore, the hierarchical diffusion model is proposed in this paper. In the model, diffusion drivers are divided into base layer and extension layer, and the potential market size of the extension layer is assumed to be a function of the base layer, so that the two diffusion factors are incorporated into one model. Finally, the hierarchical diffusion model is considered to be superior to the Bass model through empirical analysis, and the corresponding policy recommendations for the hierarchical diffusion marketing of non-durable new consumer goods are put forward.
【作者单位】：北京物资学院经济学院;首都经济贸易大学经济学院;
【基金】：国家社会科学基金重大项目(14ZDA072) 北京市属高等学校高层次人才引进与培养“长城学者”计划资助项目(CIT&TCD20140321)
【分类号】：F014.5

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