摘要
科学技术迅猛发展促使厂商频繁推出创新型产品以抢占市场份额,产品定价和换代策略成为厂商经营成败的重要因素。本文在产品技术创新视角下构建双寡头厂商三阶段产品最优定价与换代决策模型,结合效用函数和博弈分析方法从同质产品市场拓展为异质产品市场,求解出单品换代策略及共生换代策略下新品上市时点和旧产品退出市场时点的显示解,并通过仿真模拟探讨产品技术创新水平、消费者创新感知度对最优产品定价和换代策略的影响。研究表明产品技术创新水平和消费者创新感知度对厂商产品定价和换代策略有重要影响。同质产品市场下,市场潜在需求越大,产品初始定价越高。厂商面临内外部产品竞争时,市场潜在需求较小且两代产品处于共生状态下,为减弱内部竞争新旧产品最优定价差距不大;当市场潜在需求较大,厂商新品定价由技术创新水平决定,消费者技术创新感知值越高,新品定价越高,反之越低。当厂商技术创新水平处于劣势时,两厂商技术创新水平差距越大,劣势厂商越应提早退出市场。
With the rapid development of scientific technology,manufacturers are motivated to launch innovative products frequently to seize market share.Thus,product pricing and rollover strategies have become an important factor in the success of production.In this paper,a duopoly firms three stages model of the optimal pricing and product rollover strategy is constructed,combined with the utility function and the game analysis method under the perspective of technical innovation in homogeneous and heterogeneous product market.The display solutions on the timing of new product coming into market and old product exiting market are found out.Also,the effect of product technology innovation level,consumer innovation knowledge on optimal pricing and product rollover strategy through simulation is investigated.The research indicates that levels of product technology innovation and consumer innovation knowledge have important influence on the pricing and product rollover strategy of the manufacturers.In the market of homogeneous products,the higher the potential demand of the market is,the higher the initial price of the product will be.When the manufacturers face the competition of internal and external products and the market potential demand is small,the price of two generation products is barely different.When the market potential demand is large,the new product pricing is determined by the level of technological innovation.When the technological innovation level of the manufacturer is at disadvantage,the greater the gap between the two manufacturers’technological innovation level is,the earlier the inferior manufacturers should exit the market.
作者
黄丽清
张弓亮
HUANG Li-qing;ZHANG Gong-liang(School of Management,Jinan University,Guangdong 510632,China;School of Management,Zhongkai University of Agriculture and Engineering,Guangdong 510225,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2021年第2期89-98,共10页
Chinese Journal of Management Science
基金
广东省普通高校青年创新人才类项目(2017WQNCX066)。
关键词
技术创新水平
最优定价
产品换代策略
消费者技术创新感知
technological innovation
optimal pricing
product rollover strategy
consumer innovation knowledge
