Modeling the brand competition diffusion for consumer durables based on the Bass model

Starting with Bass model, diffusion researchers have predominantly focused on modeling category-level sales growth and issues surrounding it. In this paper, we propose a brand-level competition diffusion model and test the model using brand-level subscribers data of China Mobile and China Unicom from the China Mobile Communication Industry markets. Using the test result of the proposed model, we further analyze the impact of competition on the brand diffusion of China Mobile and that of China Unicom.