运筹与管理Issue(3)：230-241,12.
批量购买下免费商品赠送对新产品扩散的影响
Impact of Product Sampling on the New Product Diffusion Incorporating Multiple-unit Ownership
摘要
Abstract
The multiple-unit adoptions are quite common in the purchasing process of nondurables .Based on the Bass model, this paper develops a new diffusion model involving free product samples and considering the multi -ple-unit adoptions as a diffusion process;then, the paper introduces the repeat purchase and pricing strategies to build an optimal model group.The simulation analysis of free samples under two types of purchase styles and the sensitive analysis of some key parameters in the model group indicate that like the case of individual purchase , free samples can accelerate the diffusion process when there are multiple-unit adoptions;moreover, to achieve a higher profit, it deserves the firm to send more free samples than ones in the case of only individual purchase . Also, the more multiple units purchased, the more free samples should be sent , even sent to every consumer, which can make more consumers to know the product .Furthermore, the benefit of sampling at time zero is larger than sampling at any other periods , which forms“A promotional phenomenon of sampling at time zero”.Finally, the paper shows the trend and extent of the impact of the parameters on the sampling level .关键词
新产品/免费商品/产品扩散/批量购买/仿真Key words
new product/product sampling/product diffusion/multiple-unit ownership/simulation分类
管理科学引用本文复制引用
胡知能,谢瑞坤,徐玖平..批量购买下免费商品赠送对新产品扩散的影响[J].运筹与管理,2013,(3):230-241,12.基金项目
国家自然科学基金资助项目 （）
