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创新产品通过广告媒介来传递信息以提高市场需求,对产品的扩散起着一定的作用.将创新产品的互补性分为三类互补类型,即两种产品均有独立的市场,两个产品均无独立市场,只有一个产品有独立市场.分别建立广告媒介下具有互补关系的创新产品扩散动态模型,分析具有不同竞争力的创新产品具有互补关系时市场的稳定状态,解释了产品互补型的企业纵向兼并及合用的原因,为模拟和预测动态市场结构演变及管理决策提供了理论依据.
Innovative products through the advertising media to transmit information to improve market demand, the proliferation of products play a role in the complementarity of innovative products are divided into three complementary types, that is, two products have independent markets, both products There is no independent market, only one product has an independent market.We respectively establish the dynamic model of diffusion of innovative products with complementary relationship under the advertising media, analyze the market stability when the innovative products with different competitiveness have complementary relationship, explain the complementary businesses The reasons for vertical mergers and mergers provide the theoretical basis for the simulation and prediction of the dynamic market structure evolution and management decision-making.