摘要
总结回顾了1990年以后国外新产品扩散模型的主要研究进展,其成果主要体现在2个方面:①在Bass模型基础上的改进扩展模型,主要是引入营销组合变量、供给约束、竞争、补充性产品及产品更新换代的影响,并考虑成倍购买和“试用—再买”的情况;②脱离Bass模型的研究平台,开创全新架构的模型,包括购买力驱动、战略驱动、异质性驱动扩散模型,以及空间扩散和娱乐品扩散模型。比照1990年MAHA JAN等指出的11个未来的研究方向,可见1990年以来新产品扩散的研究取得了很大的进展,在一些方面的发展是突破性的,在另一些方面则严重不足。尤其是近年来新兴技术及其产品的迅猛增长应该成为未来研究关注的一个重点。
The models for new product diffusion proposed by internal researchers since 1990 have been reviewed. These researches are mainly focused on two fields. Firstly, based on the Bass model, some improved models are proposed, in which allowing marketing variables, supply restrictions, competitive effects, complementary effects, technological generations, multi-unit purchases and trial-repeat purchases are involved. Secondly, the new models with newly frameworks are put forward, including some new variables ： affordability, heterogeneity, strategy and two phenomena and spatial diffusion, and diffusion of entertainment products. Compared with further 11 research directions pointed out by Vijay Mahajan, Eitan Muller and Frank M. Bass in 1990, it is conclude that some new progressed are made in this field, although there are some deficiencies in this type of the researches. It is seen that the rapid growth of the emerging technologies and their product should be concerned as an issue for research in the future.
出处
《管理学报》
2007年第4期529-536,共8页
Chinese Journal of Management
基金
国家自然科学基金资助项目(70671017)
关键词
新产品扩散
BASS模型
新进展
综述
new product diffusion
Bass model
new development
overview
