Considering the different perception ability for quality information by different customers, the paper arguedrn"enthalpy" in physics, defined the fluctuation of customs' perception value caused by quality information as enthalpy change of quality information transmission, and that enthalpy change of quality information was the key indicator of describing quality evolution. The paper adopted random walk model to establish enthalpy change model of qualityrndifferent times, further discovered the time and space of enthalpy change. Research results indicated that enthalpy change of quality information transmission obeyed Gaussian distribution, whose convergence was proportional to perception ability of quality information by customer. Positive enthalpy change could increase customer' s perception value, which would purchase desire; negative enthalpy change would cause "enthalpy black hole" of customer' s perception value, which would betoken the occurrence of quality crisis. Comparing the enthalpy and price of different times Could identify the development stage and affecting region of quality crisis, which would provide distinguishing basis for enterprise decision.%从顾客对质量信息的感知能力差异出发,本文认为质量信息的传递会导致顾客感知价值呈现波动性,因此引入物理学中"焓"的概念,将因质量信息引起顾客感知价值的波动定义为"质量信息传递的焓变",认为质量信息的焓变是描述质量演变的关键性指标.本文利用随机游走理论建立了质量信息传递的焓变模型来描述同一时间不同顾客、同一顾客不同时间的焓,发现焓变的时间和空间.研究结果表明质量信息传递的焓变服从高斯分布,其收敛性跟顾客对质量信息的感知能力成正比.正焓变会增加顾客感知价值,提升购买欲望;负焓变会使顾客感知价值出现"焓黑洞",预示着质量危机的发生.对比不同时刻的焓和价格可以识别出质量危机的发展阶段和影响区域,为企业决策提供判别依据.
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