【作者】 冯安； 蒲应钦； 胡知能；

【Author】 An Feng Ying-Qin Pu Zhi-Neng Hu Uncertainty Decision-Making Laboratory,Sichuan University,Chengdu 610064

【机构】 四川大学不确定决策实验室；

【摘要】 免费商品赠送是企业推销新产品,降低消费者使用风险的重要手段。本文在Bass模型的基础上,根据衍生扩散和免费商品赠送特点,构建了衍生产品扩散模型,研究免费商品在价格不变的情况下对衍生产品多期动态扩散的影响。结果表明,免费商品会加快衍生产品扩散,使扩散峰值提前;一般在产品引入期免费商品边际效益更为明显;而且主产品的赠送更为有效,对加快衍生产品扩散贡献更大。更多还原

【Abstract】 Product sampling is one of the most effective ways to introduce a new product and reduce the risk of product uncertainty.Based Peterson model,this paper examines the impact of product sampling under unchanged pricing strategies on the diffusion of contingent products.The results show that product sampling will influence the rate of products adoption and helps to the peak earlier; Generally,the marginal benefit of free samples in incubation time is more obvious;and the primary product is more effective to accelerate the proliferation of contingent products contribute more.更多还原