新產品銷售成長、最佳廣告支出與訂價策略─M.M.K模型之推廣

Abstract

本文利用Mhajan，Muller和Kerin提出的擴散模型（簡便M. M.K. 模型）作推廣，探討員口碑在擴散過程中對新產品的影響，及把廣告與價格一併列入模型中考慮，應用最適控制方法求解以得到在純粹負口碑時，新產品的銷售成長、廣告支出的時間規畫及產品上市、退出的時程安排；在純粹正口碑時，新產品的銷售成長、最佳廣告支出與產品價格的變動及兩者的互動情形。

In this paper, incorporates the effects of advertising and price to extend M. M. K. model (Mahajan, Huller and Kerin proposed). Optimal control of the diffusion process by Pricing and advertising over time is analysed. In pure negative word-of-mouth, discusses its new product growth and implications for optimal advertising timing policy: In pure Positive word-of-mouth, discusses its new product growth, optimal advertising expenditure and pricing strategy.