免费商品对互补产品扩散的影响

Abstract

Abstract: Considering the pricing strategies and the consumer behaviors of repeat purchase and multiple-unit purchase, an optimal model group of product sampling of complementary products based on the diffusion model of complementary products is established.With the numerical simulation, the results show that the sampling can advance the diffusion of complementary products, and sending the free samples of both complementary products is better than just sending one of them.Also, sampling at the initial period is much better than other periods, which forms "a promotional phenomenon of sampling at time zero".In the case of the consumers having the demand of multiple-unit purchase, the firm deserves to send more free samples to make the product known wider in order to enhance the sales profit.Moreover, the sensitive analysis in the optimal sampling period shows the trend and extent of the effect of the parameters on the sampling levels.Finally, how to apply the results in the reality is also shown.

Key words: complementary products, product sampling, product diffusion, multiple unit ownership, repeat purchase, pricing strategy

CLC Number:

F259

HU Zhi-neng, XIE Rui-kun, XUE Jiu-ping. The Impact of Sampling on the Diffusion of Complementary Products[J]. Chinese Journal of Management Science, 2012, 20(6): 167-175.

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The Impact of Sampling on the Diffusion of Complementary Products

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