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针对新传播媒介的广泛使用对创新产品的传播与扩散途径呈现多元化格局,及其给创新产品扩散中的营销策略提出的新要求与挑战,提出了新媒介环境下产品的市场竞争扩散模型.该模型在产品创新扩散Bass模型的基础上,充分考虑了新媒介对于产品创新扩散的影响.根据微分方程定性理论,对所建立的模型进行经济分析,以期寻求新媒介渠道影响与市场占有率之间的最佳协调状态.在新型电子商务广泛应用的大环境下,为产品营销渠道战略的调整提供理论基础与决策依据.
In view of the diversification of the diffusion and diffusion of innovative products through the extensive use of new media, and the new requirements and challenges to the marketing strategy in the diffusion of innovative products, a model of market competition diffusion under new media environment is proposed. Based on the Bass model of product innovation diffusion, this model fully considers the influence of new media on the diffusion of product innovation.According to the qualitative theory of differential equation, this model conducts an economic analysis on the established model in order to seek the impact of new media channels and market share Between the best coordination between the state.With the extensive application of new e-commerce environment, the theoretical basis and decision-making basis for the adjustment of product marketing channel strategy.