促销对品牌忠诚度的影响模型改进

促销对品牌忠诚度的影响模型改进
刘岚 于瑞峰 王韬
（清华大学工业工程系，北京 100084）
摘要：促销对品牌忠诚度有重要的影响。本文中，对Guadagni 和Gedenk 的品牌忠诚度模型
进行了改进，通过ACNielsen 提供的商业历史数据，计算出了新模型的参数。并通过对三种
不同类型的消费者仿真和市场分额的分析，发现模型与实际情况更为吻合。最后得出了价格
促销对品牌忠诚度的正负两方面以及时间上的影响效果，以及和其他促销方式的比较结果。
关键字：促销，品牌忠诚度，购买行为，Logit 模型
An Improvement of the Model of Sales Promotion
Effects on Brand Loyalty
LIU Lan YU Ruifeng WANG Tao
(Department of Industrial Engineering, Tsinghua University, Beijing 100084, China)
Abstract: Sales promotion exerts great effects on brand loyalty. In this paper, the brand loyalty
model which was developed by Guadagni, Gedenk was improved. The coefficients of new model
have been calculated through the database of ACNielsen. It has been found that the new model
dovetailed more perfectly with reality than former model by stimulation of three types of
consumers and market share analysis. Finally, this paper provides the both the positive and
negative effects of price promotion on brand loyalty from time perspective, as well as the
comparison of price promotion with other types of sales promotion.
Key words: sales promotion, brand loyalty, purchase behavior, Logit model