摘要
考虑一般耐用品价值具有贬值特征,通过消费者效用函数构建垄断市场结构的耐用品企业两阶段决策模型,研究垄断企业旧款产品和新款产品的最优定价,以及新款产品最优上市时间和影响特征。研究表明:上市新款产品后,其最优定价随旧款产品价值贬值率的增大而提高,且具有边际递增特征,而旧款产品最优定价随新款产品价值贬值率的增大而降低,且具有边际递减特征;新款产品上市时,旧款产品与新款产品定价的差距水平影响新款产品的上市对旧款产品的价值冲击;新款产品上市时间受新旧两款产品价值水平和价值贬值率的影响,在新款产品价值水平较低情况下,旧款产品自然退市时新款产品上市为最优策略,若新款产品价值水平较高,则旧款产品自然退市前新款产品上市为最优策略。
Considering the value of general durable goods having depreciation characteristics,this paper constructs a two-stage decision-making model for durable goods enterprise with a monopolistic market structure through the consumer utility function,and studies the optimal pricing of the old and new products of monopoly enterprise as well as the optimal time to market and impact characteristics of the new products.Resultsshow that the optimal pricing of the new product increases with the increase of the depreciating rate of the old product,and the optimal pricing of the old product decreases with the increasing of the depreciating rate of the new product,and the optimal pricing of the old product increases with the increasing of the depreciating rate of the new product,and the optimal pricing of the old product increases with the decreasing rate of the new product.When a new product is launched,the price difference between the old product and the new product affects the impact of the new product on the value of the old product.The launch time of the new product is affected by the value level of the new and old products and their depreciating value rate.Under the condition of low value level of the new product,the optimal strategy is to launch the new product when the old product is naturally withdrawn from the market,while the optimal strategy is to launch the new product before the natural withdrawal of the old product when the new product is of high value.
作者
谭德庆
冷家正
TAN De-qing;LENG Jia-zheng(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031)
出处
《软科学》
CSSCI
北大核心
2023年第4期78-85,共8页
Soft Science
