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研究生： 張書維
Su-Wei Chang
論文名稱： 以BASS擴散理論建構新產品上市之前置廣告成本模型
Modeling of advance advertising before new product introduction with Bass model
指導教授： 周碩彥
Shuo-Yan Chou
口試委員: 楊文鐸
Wen-Dwo Yang
陳振明
Jen-Ming Chen
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業管理系
Department of Industrial Management
論文出版年： 2007
畢業學年度： 95
語文別： 英文
論文頁數： 25
中文關鍵詞： 前置廣告 、產品形象 、產品生命週期 、擴散理論
外文關鍵詞： advance advertising, product image, product life cycle, Bass diffusion model
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    • 廣告扮演一個很重要的角色，當一個新產品上市時或進入一個新市場時。這篇論文建構了一個模型，探討新產品上市之前的廣告所造成的產品形象如何影響新產品的銷售曲線，我們使用Bass擴散模型來描繪產品生命週期曲線。我們假設產品上市之後，廣告效益不再影響產品的銷售曲線，並考慮廣告經費和產品銷售曲線的時間價值。

    The advertising activity plays an important role to promote a new product or to enter a new market. Before a kind of new product is avaible for the consumers, there has already much money spent by the enterprise for the coming introduction. We make a model that describes advance advertising expenditure results in a certain product image level of the new product and it will positively effect the coefficient of innovation in Bass diffusion model that is used to discribe the sales volume of product life cycle. We assume that advertising activity no longer effects the distribution of Bass diffusion model after the new product introducts into the market. Advertising expenditure before the new product introdution and the product’s grosss margin during product life cycle are both considered as the discounted values.

    CHAPTER 1 INTRODUCTION 1 1.1 MOTIAVATION AND BACKGROUND 1 1.2 OBJECTIVE 2 1.3 METHODOLOGY 2 1.4 ORGANIZATION OF THESIS 2 CHAPTER 2 LITERATURE REVIEW 4 2.1 NEW PRODUCT DIFFUSION MODELS IN MARKETING 4 2.2 OPTIMAL ADVERTISING POLICY IN DIFFUSION MODEL 6 CHAPTER 3 FUNDAMENTAL MODEL 12 CHAPTER 4 DERIVATIONAL MODEL 15 3.1 INTRODUCING A NEW PRODUCT IN MINIMUM TIME 18 3.2 INTRODUCING A NEW PRODUCT IN MINIMUM ADVERTISING EXPENDITURE 20 4. CONCLUSION 24 REFERENCES 25

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