摘要
针对代际产品中非耐用品的扩散特性,以低值易耗品为研究对象,建立一个包含免费商品赠送,价格策略和消费者重复购买行为影响的动态扩散模型.模拟计算分析表明,第一代产品的成功扩散加速第二代产品扩散,第二代产品的上市将掠夺第一代产品的市场资源,两代产品间形成竞争替代关系;免费商品赠送将促进代际产品的扩散,首期赠送为最优赠送时期;选择价格策略时,都采取渗透价格策略为最优;当消费者进行重复购买时,两代产品的销售量和净现值都增多;最后,对模型中部分参数分析发现,第一代产品的参数变化不仅影响其自身赠送水平,也影响第二代产品的赠送水平.
A dynamic diffusion model of two generation products is established by considering the diffusion properties of multi-generational non-durable products, including product sampling, price strategies and consumer behaviors of repeat purchases. The simulation analysis shows that the successful diffusion of firstgeneration products can accelerate the diffusion of second-generation products; however, the launch of the latter may plunder the marketing resources of the former, which forms a competitive alternative effect between them. Simultaneously, sampling can promote the diffusion, and the best marketing mix is that both of the two generation products adopt the penetration pricing strategy and product sampling at time zero. The sales will increase with the repeat purchase of the consumers, which resulted in an increase of NPV （net present value）. Finally, the analysis of certain parameters in the model indicates that the parameters variation of the first-generation products affect not only their own sampling level, but also that of the second-generation products.
出处
《系统工程学报》
CSCD
北大核心
2013年第3期316-326,共11页
Journal of Systems Engineering
基金
国家自然科学基金资助项目(70971091)
关键词
多代产品
免费商品
产品扩散
价格策略
multi-generation products
product sampling
innovation diffusion
pricing strategy
