擴散模型之多世代產品定價與廣告預算系統

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Title:	擴散模型之多世代產品定價與廣告預算系統
Other Titles:	A Diffusion Model System of Multi-Generations Pricing and Advertisement Budgeting
Authors:	林家正 Lin, Jia-Jeng
Contributors:	張炳騰;潘忠煜 Chang, Ping-Teng;Pan, Chong-Yu 東海大學工業工程與經營資訊學系
Keywords:	多世代產品;產品生命週期;產品定價;廣告預算;擴散理論 Multi-generation Product;Product Life Cycle;Pricing;Advertisement Budgeting;Diffusion Model
Date:	2004
Issue Date:	2011-05-12T06:08:35Z (UTC)
Abstract:	現今的科技商品基於技術的演進速度加快，消費者對於產品需求層次提高，與年輕族群的消費者對於品牌忠誠度普降低等因素，造成商品推出的時程與銷售季均大幅縮短，於是多世代商品的銷售逐漸成為近幾年學者在產品擴散模型上的研究重點。 Norton and Bass(1987)首度提出科技產品多代擴散模型，並考量世代產品間的替代行為，用以預測多代產品銷售量。但是在參數的考量上仍沿用固定的常數，無法表達市場的不確定性與本身的競爭策略。而在後續學者的研究中，雖然加入了市場混和變數與其他因子對於整體擴散模式的影響，且針對外部影響(External Influence；p)、內部影響(Internal Influence；q)參數加以模式化。但是無論加入何種策略及環境因子的考量，都是以時間為變數的連續性函數型態，假設價格、廣告是隨著時間而持續變動。而本模式以產品生命周期為出發點，將外部影響及內部影響依導入期、成長期、成熟期、衰退期等四個階段的世代商品銷售對象，以及所處生命周期位階的價格，及廣告預算的相對價差而變動。希望可以適切表達企業競爭策略與產品生命週期對於多世代產品擴散過程的影響。 Now''s scientific and technological gradual progress based on technology of goods accelerates, consumers improve the demand level of the products, to the general factor of reducing etc. of loyalty of the brand with younger generations'' consumers, Cheng is it shorten by a wide margin season to sell when the cause goods put out, then sale of goods become the scholar spreads the research focal point at models in product in recent years gradually many generation. Norton and Bass (1987 ) propose for the first time that the scientific and technological products take the place of more models of spreading , and consider the substituting behavior among the products generation, used to predict that take the place of sales volume of the products more. But still continue to use the regular constant on the doing in the test amount of the parameter , can''t express the uncertainty of the market and one''s own competitive strategy . In the research of the follow-up scholar , though has joined the market and mixed to the influence spreading the way wholly with parameter and other factors, and influence to the outside (External Influence; p), the inside is influenced (Internal Influence; q)Way of the parameter. But no matter which kind of tactics and environmental factor doing in the test amount is joined, are all continuity function type attitudes taking time as parameter, suppose that the price , advertisement change continuously with time. And this way regards products life cycle as the starting point, influence the outside and it is sold to the target in accordance with channelling the goods generation of four stages into one , waiting at growth stage , mature period , decline phase that the inside is influenced , and live in the price of location steps of life cycle , and the relative price differential of the advertising budget is changed . Hope to express enterprise''s competitive strategy and products life cycle properly to the influence of spreading the course of the products of many generations.
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