考虑产品扩散过程下 的捆绑策略 - 国立中正大学经济系.ppt

The Concept of Diffusion Definition: “The Information about an innovation (or product) is transmitted through certain channels over time among the members within a social system,” by which the communication channels consist of both the mass media and interpersonal communications (Rogers, 2003) Communication Channels The communication channels, which are the process by which people develop and share the information about the product with each other to reach a mutual understanding within the social system, consist of both the “mass media” and “word-of-mouth.” Bass Diffusion Model Connections result in Imitators According to the concept of Bass diffusion model, the adopters of an innovation are categorized as: Innovators: the adopters who are influenced by mass media Imitators: the adopters who are influenced by interpersonal communications. If TB≦Tc then profit function 1 Pra × Ya1(T) + Prc × Yc1(T) + PrB × NBα × MA If Tc ≦ TB≦T a then profit function2 Pra × Ya1(T) + Prc × Yc1(T) + PrB × NBα × Mt －PrB ×{Yc1(T) －Yc1(Tc)} Tc Ta If Ta ≦ TB then profit function 3 Pra × Ya1(T) + Prc × Yc1(T) + PrB × NBα × MA －PrB ×{Yc1(T) －Yc1(Tc)} －PrB ×{Ya1(T) －Ya1(Ta)} naα ncα Pa Pc NBα 0 0 Ta * * accumulated profit trend in the profit function 2(δ=1) Product β γ a 0.003 0.2 c 0.01 0.4 B 0.013 0.3 α T 0.9 Ta 20.13 Tc 6.7 product V Price (α=0.9) d a 800 250 700 c 600 200 B 1400 405 * * TB=8 TB=12 * * TB=16 TB=20 * * TB Ultimate profit(10^5) 8 3.38 12 3.21 16 3.50 20 4.16 α =0.9 δ =1 * * α=0.9 α=0.8 * * δ =0.4 δ =0.8 * * If the cost of management and market in the bundling product B is low, then the optimal bundling time is the former critical time point. * * We proposed a diffusion process of bundling product. With this process, the firm could find the optimal timing to bundle two products at their life cycle. Two critical time points are foun