A Market Dynamics Model for New Industrial Products and Its Application
A Market Dynamics Model for New Industrial Products and Its Application
复制标题
工业新产品市场动态模型及其应用
DOI：
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发表时间：
1984
期刊：
影响因子：
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通讯作者：
M. Rothkopf
中科院分区：
文献类型：
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作者：
S. Oren;M. Rothkopf
新的产品规划模型试图预测产品线和产品设计决策的市场后果。这种模型的一个输出，尤其是那些由主观或市场研究数据驱动的模型，通常是基于理想化条件下的消费者偏好的理论市场份额。本文描述了一类模型，它弥补了理论市场份额和动态销售预测之间的差距。该模型考虑了客户对不同产品的不同认识、产品发布日期的差异、产品可获得性的差异、营销努力的差异、客户惰性和客户购买延迟。本文描述了在为高速非冲击式计算机打印机市场分析而开发的系统中使用的这种模型的具体细节。
New product planning models attempt to predict the market consequences of product line and product design decisions. One output of such models, especially those driven by subjective or market research data, is usually theoretical market shares based upon consumer preferences under idealized conditions. This paper describes a class of models that bridge the gap between such theoretical market shares and dynamic sales forecasts. This model accounts for differences in customer awareness of different products, for differences in product announcement dates, for differences in product availability, for differences in marketing efforts, for customer inertia and for customer purchasing delays. The paper describes specific details of such a model used in a system developed for market analysis of high speed nonimpact computer printers.