摘要
从消费者购买行为的分析,应用贝叶斯风险决策理论,研究了新产品的市场扩散过程,建立了耐用消费品及重复性购买产品的总体市场扩散模型。在考虑广告和已购者信息传播效应基础上,应用最优控制理论,得出了广告费用的最优控制策略。
The adoption behavior of consumers in risk-sensitive markets is analyzed, and the aggregated diffusion models of durable goods and repeat purchase goods are developed by applying Bayes' decision theory to innovation diffusion process. Considering effectiveness of information transmitted by advertisement and adopters, the optimal control policies of advertising spending rate are conducted according to the optimal control theory.
出处
《电子科技大学学报》
EI
CAS
CSCD
北大核心
1993年第4期443-448,共6页
Journal of University of Electronic Science and Technology of China
基金
国家自然科学基金
关键词
市场
更新扩散
决策分析
最优控制
marketing
diffusion of innovation
utility
risk
decision analysis
optimal control
