| 更新扩散模型与最优广告费用控制 |
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| 引用本文： | 曾勇,唐小我.更新扩散模型与最优广告费用控制[J].电子科技大学学报(社会科学版),1993(4). |
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| 作者姓名： | 曾勇 唐小我 |
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| 作者单位： | 电子科技大学管理工程系，电子科技大学管理工程系 成都 610054，成都 610054 |
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| 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。
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| 关 键 词： | 市场 更新扩散 效用 风险 决策分析 最优控制 |
DIFFUSION OF INNOVATIONS AND CONTROL OF ADVERTISING |
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| Zeng Yong Tang Xiaowo.DIFFUSION OF INNOVATIONS AND CONTROL OF ADVERTISING[J].Journal of University of Electronic Science and Technology of China(Social Sciences Edition),1993(4). |
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| Authors: | Zeng Yong Tang Xiaowo |
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| Abstract: | 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. |
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| Keywords: | marketing diffusion of innovation utility risk decision analysis optimal control |
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