新产品扩散过程中供给约束对赠样策略的影响研究

发布时间：2017-12-27 07:09

本文关键词：新产品扩散过程中供给约束对赠样策略的影响研究　出处：《管理工程学报》2016年03期 　论文类型：期刊论文

【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。
[Abstract]:Based on the classic Bass model, this paper studies the effect of new product sampling strategy on the process of product diffusion under the condition of supply constraints. Considering the limitation of production scale, there will be a shortage of supply. We need to consider the factors such as inventory cost, customer waiting and customer loss, and integrate enterprise price strategy and consumer repeat purchase behavior into Bass model, and build an optimization model group. Combined with the product characteristics analysis shows that if the maximum scale of production increases, enterprises will increase the optimal sampling level to promote the diffusion of new products, and the initial sampling is the best period of the formation of "gift, the first sampling effect"; the product life cycle is long, the lower sampling rate: if the marginal cost of production enterprises need constant giving more goods sampling, if the marginal cost of production decreases can obtain higher profits.
【作者单位】：四川大学不确定决策实验室;
【基金】：国家自然科学基金资助项目(70971091)
【分类号】：F273.2
【正文快照】： 0 引言新产品扩散研宄方面,长期以来国内外研宄和应用大多数是1969年Bass[1]提出的新产品成长模型(通常称为Bass模型),主要通过放松Bass模型的诸多假设条件,赋予原模型系数新的解释并增加新的影响因素,形成Bass模型族或柔性扩散模型。如今随着科技发展和技术进步速度的加快,

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