企业对不连续技术创新产品早期市场侵入模式的选择与消费者购买意向密切相关。本文从动态的视角，构建了不连续技术创新产品早期市场侵入模式选择与消费者购买意向之间的演化博弈模型，通过分析，得出了不同情形下企业和消费者的演化稳定策略，并对各参数赋予不同的数值进行模拟仿真，描绘了不连续技术创新产品早期市场侵入模式与消费者购买意向之间的演化趋势和结果，为企业制定早期市场的侵入策略提供了理论借鉴。

The selection of early market encroachment patterns is closely related to consumers purchase intention. From the dynamic perspective, the paper constructed the evolutionary game model about the selection of encroachment patterns of discontinuous technology innovation products and consumers purchase intention, gained evolutionary stable strategy under the various condition, gave different numerical simulation on every parameter, and described the evolution trend and result about the enterprise encroachment patterns of discontinuous innovation products and consumer purchase intention .Try to provide a reference to early market encroachment patterns of discontinuous technological innovation products.

北京市自然科学基金资助项目“北京市变轨型高技术企业创业：市场变轨初期的营销模式研究”（项目编号：9132013）