【作者】 胡左浩； 黄飞华； 赵平； 王勇；

【Author】 HU Zuo-hao HUANG Fei-hua ZHAO Ping WANG Yong ( School of Economics & Management,Tsinghua University,Beijing 100084,China)

【机构】 清华大学经管学院市场营销系；

【摘要】 本文认为广告变量会对创新者和效仿者具有不同的影响,对经典的新产品扩散的 Bass 模型加入广告变量改进 Bass 模型创建引入广告因素的新产品扩散模型。并依据中国手机市场的数据,研究了广告因素对于中国手机市场新产品扩散的影响。更多还原

【Abstract】 From the theory of diffusion,this paper incorporates advertising in the classical Bass diffusion model of new product.A model which assumes that advertising simultaneously influenced the demand of innovators and imi- tators at the different level is studied to examine the impact of advertising on diffusion.The results of China mobile phones in recent five years indicate that the advertising acts an important role in technology innovation diffusion. Meanwhile,the empirical results also validate the effectiveness of incorporating advertising in diffusion model.更多还原