| 基于创新扩散的耐用品品牌扩散模型探析 |
| |
| 引用本文： | 丁士海,韩之俊.基于创新扩散的耐用品品牌扩散模型探析[J].软科学,2009,23(3). |
| |
| 作者姓名： | 丁士海 韩之俊 |
| |
| 作者单位： | 南京理工大学,经济管理学院,南京,210094 |
| |
| 摘 要： | 基于创新扩散理论并依据耐用品品牌的市场特征,系统地提出了耐用品品牌的垄断品牌扩散模型、寡头品牌扩散模型、品牌竞争扩散模型和品牌竞争扩散一般模型;采用中国移动通信产业品牌的实际数据对前三个模型进行了验证。
|
| 关 键 词： | 耐用品品牌 品牌扩散 创新扩散 Bass模型 |
Research on the Model of Durables Brand Diffusion Based on Innovation Diffusion |
| |
| DING Shi-hai,HAN Zhi-jun.Research on the Model of Durables Brand Diffusion Based on Innovation Diffusion[J].Soft Science,2009,23(3). |
| |
| Authors: | DING Shi-hai HAN Zhi-jun |
| |
| Abstract: | Based on the innovation diffusion theory and according to the market characteristics of durables brand as well,the paper systematically puts forwards four models of durables brand.The models are as follows: the model of monopolistic-brand diffusion,the model of oligopolistic-brand diffusion,the model of competitive-brand diffusion,and the generalized model of competitive-brand diffusion.The first three models are verified by the brand's real data of China mobile and telecom industry. |
| |
| Keywords: | durables brand brand diffusion innovation diffusion Bass model |
| 本文献已被 维普 万方数据 等数据库收录！ |
|
