在Bass扩散模型中添加阻滞系数以使其能够反映各品牌子市场惯性购买行为对更新换代产品扩散影响的基础上,综合运用消费行为学和随机过程理论,通过对顾客期望状态转移概率进行合理估计,建立了惯性购买消费行为下率先创新产品与模仿创新产品均以多品牌策略进入市场的品牌竞争扩散模型。

On the basis of adding the obstruct coefficient into the Bass diffusion model so as to reflect the impact of habitual purchase on diffusion of new products.By applying the theories of consuming behavior studies and probability process,and with a rational estimate of the transference probability of customers' expectation,the diffusion model of the multi-brand strategy based new products in the context of habitual purchase is constructed.