Research On The Brand Life Cycle Based On Innovation Diffusion

Brand is the most stable key factor and kernel of operation to enterprises, and competition among enterprises is. in the final analysis, competition for brand. Only by grasping laws of the development of Brand Life Cycle(BLC). enterprises can effectively direct brand marketing, thus strengthening brand's competitive power for the permanent operation. The marketing circle and brand managers follow how to strengthen the management of Brand Life Cycle with great interest. Some researchers have approached the subject of Brand Life Cycle that is still on the prinary stage of reaearch. Yet few have been found about the form mechanisn of Brand Life Cycle.the diffusion in the process of Brand Life Cycle and the mamagement and control of Brand Life Cycle.etc.Based on the research into the innovation diffusion theory and Brand Diffusion Model, the dissertation firstly probes theoretically into the laws of diffusion of brand in the process of its life circle in the light of the relevant theories in brand marketing, and then puts forward the completely new form mechanisn of Brand Life Cycle. Secondly, the dissertation, in accordance with the market characteristics of brand, systematically advances a whole set of models (Non-repeat-purchase Durable-consumer-goods Brand-life-cycle Model. Repeat-purchase Durable-consumer-goods Brand-life-cycle Model. Nondurable-consumer-goods Brand Life Cycle Model), and adopts the relevant statistics of brand to make further theoretical and empirical research. On the basis of the research, the dissertation constructs the dynamic adjusting mechanism.of model parameters in order to direct the management of Brand Life Cycle and the practice of brand marketing to enterprises. The research not only richens the innovation diffusion theory, but also has the higher instructive significance and applied value to the theory and practice of brand marketing.In Chapter 1. the author brgins with the background and significance of this research, and the research objectives, research content, research methods and research roadmap of the dissertation is described.Chapter 2 deals with the innovation diffusion theory and the main research progress on the brand diffusion model based on the Bass model, and divides the brand diffusion model into the brand first purchase model and the brand trial-repeat purchase model according to repeat purchase, and summarizes and compares these two models on the relaxation of restrictive assumptions of bass model.Chapter 3 focuses on the research into the form mechanisn of Brand Life Cycle and the thought of model. By analyzing the relevant concepts of brand, the dissertation advances the standpoint of coordinated evolution among brand life cycle, product life cycle and the relevant characteristics of brand. According to the innovation diffusion theory, the author delves theoretically into the laws of diffusion of brand in the process of its life circle and proposes the new form mechanisn of Brand Life Cycle, thus preparing the construction of brand-life-cycle model from two aspects of basic hypotheses and factors analyses.Chapter 4 deals with the construction of a whole set of models. on the basis of the innovation diffusion theory and considering the factor of brand-goods repeat purchase, the dissertation, in the light of the position and characteristics of brand on the marker, systematically puts forward, (1)Non-repeat-purchase Durable-consumer-goods Brand-life-cycle Model(NrDBM), Monopolistic-brand Model, Oligopolistic-brand Model and the generalized model of competitive-brand diffusion; (2) Repeat-purchase Durable-consumer-goods Brand-life-cycle Model, Repeat-purchase Monopolistic-brand Model, Repeat-purchase Oligopolistic-brand Model and; Repeat-purchase Competitive-brand Model; and (3) Nondurable-consumer-goods Brand Life Cycle Model(NdBM). The author discusses and compares the methods of parameters estimation of brand-life-cycle model in the end.Chapter 5 is empirical recearch of a series of brand-life-cycle models. The author verifies Non-repeat-purchase Durable-consumer-goods Brand-life-cycle Model, Monopolistic-brand Model, Oligopolistic-brand Model and Competitive-brand Model in China Mobile Industry in order to collect statistics to verify Repeat-purchase Durable-consumer-goods Brand-life-cycle Model, and tests Nondurable-consumer-goods Brand Life Cycle Model with the statistics from a certain brand of Tabacco Industry. Empirical recearch proves that the series of brand-life-cycle models can fully explain the forming process of Brand Life Cycle, and they are scientific and valuable in practice.Chapter 6 does practical research into the dynamic adjusting mechanism.of model parameters and brand marketing. The author adjusts model parameters, discusses the different formations of Brand Life Cycle and analyzes the causes.The dissertation, combining with the real market value, investigates the various factors causing the change of model parameters and their roles in the activities of brand-life-cycle diffusion in order to work out the dynamic adjusting mechanism.of model parameters. Appling the achievements in research to practice, the author provides some instrctive suggestions for the mamagement of brand life cycle and brand marketing.Chapter 7 serves as a summary of the dissertation. The contributions and innovations are described. At last, the author suggests the directions for further study.