直接受益效应下新产品的扩散策略研究

Study on the Diffusion Strategy of New Products Under the Direct Benefit Effect

论文介绍了直接受益效应下新产品的扩散方法,脱离了经典的Bass模型的研究平台,从网络动力学的角度分析了具有直接受益效应特征的新产品的扩散过程;通过贝叶斯等数学方法建立决策模型,为新产品扩散提供了一种新的途径;通过个体决策行为对社交网络中的新产品扩散现象进行描述,最后提出直接受益效应下新产品的扩散策略。

The paper introduces the diffusion method of new products under the direct benefit effect,which is separated from the classic Bass model.It nalyzes the diffusion process of new products with the characteristics of direct benefit effect from the perspective of network dynamics;the decision model is established by Bias and other mathematical methods,which provides a new way for the diffusion of new products;describes the diffusion of new products in social networks through individual decision-making behavior,finally,the diffusion strategy of new products under direct benefit effect is put forward.