| With the unceasing implementation and promotion of the domestic innovation-driven development strategy,the dominant position of enterprise innovation continuously was improved,so that more and more enterprises pay more attention to researches of consumer behavior.At the same time,enterprises pay more attention to a serious of questions about innovation and upgrading of products and new product diffusion strategy.Because consumers are constrained by their physiological and psychological characteristics,and consumers do not have a set of accurate calculation,fully consistent with the preference system.In most situations,consumers will make selections for new products within their limited abilities which demonstrate a fact that consumers’ purchasing behaviors can be limited by rational factors.Therefore,bounded rationality can cause the effects on market diffusion of innovative products in the enterprise.Obviously,the study on enterprise innovation products diffusion with limited rational factors,which helps enterprises to develop innovative products diffusion and enhances the competitive advantage of the enterprise market,has its theoretical and practical significance.This thesis firstly studies the mechanism of enterprise product upgrading and diffusion under the influence of consumers’ limited rationality,and designs a questionnaire survey of empirical analysis,establishes structural equation,extracts the main factors associated with multi generation product substitution from the four aspects of product characteristics,demand characteristics,external influence,limited rational factors,analyzes the relationship among the various factors.Based on the Bass model and the Norton model,establishing innovation product diffusion model(PR-BASS model and PR-Norton model)with bounded rational factors innovation product diffusion model(PR-BASS model and PR-Norton model),using MATLAB software to take the simulation analysis.The simulation result shows that the diffusion curves are in line with the "S" type,but due to different factors,including product characteristics(price,brand)and limited rationality(emotional energy and time cost)and new products of different timing and other factors will affect the shape,steep degree and the peak characteristics of the product diffusion curve.The research of the thesis provides the decision-making basis for the expansion of the enterprise innovative products. |
