消费者个体采用决策的企业新产品扩散策略研究.pdfVIP

13 2 上 海 电 机 学 院 学 报 Vol. 13 No. 2 2010 JOURNAL O SHANGHAI DIANJI UNIVERSITY 2010 2010) 颜海兴, 宋福根, 程彦敏 ( 东华大学 旭日管理学院, 上海200051) : 在研究了传统的创新扩散模型上, 提出了从微观层面构 的扩散模型方法解决了 Bass 模型族作为宏观扩散模型无法和企业微观营销策略很好地结合的缺点, 以消费者行为理论为 基础, 同时考虑了 个体消费者微观决策的差异性, 大大加强了这项研究的科学性 : 创新扩散; 市场营销; 个体决策; Bass 模型 : 713. 50 : A Company Product Diffusion Strategy Based on Individual Decision YA N H aix ing , SON G F ugeng , CH EN G Yanming ( Glorious Sun School of Business and Management, Donghua U niversity, Shanghai 200051, China) Abstract: This paper studies a traditional model of innovation diffusion, and proposes a different diffusion model built from a micro level. This research solves the problem that the Bass models of a mac rodiffusion model cannot combine perfectly with the micro enterprise marketing strategy. A long term breakthrough in the Bass models of dominant ethnic group limitations is built based on the theory of consumer behavior. T his significantly strengthens the scientific basis of the study. Key words: diffusion model; marketing; individual decision; Bass model , , [ 1] , , [ 2] , , , : : ( 1979) , , , , Email: yanhx@ mail. dhn.edu. cn 2010 2 颜海兴, 等: 消费者 个体采用决策的企业新产品扩散策略研究 113 , 1. 2 H orsky Simon[ 4] Bass , 1 包含市场营销组合变量的创新扩散模型 Bass dN (t)