基于策略消费者的差异化产品推出及定价研究

发布时间：2018-07-25 07:44

【摘要】：考虑一个同时存在策略型消费者和短视型消费者的市场,研究企业的纵向差异化产品推出策略选择问题.考虑质量递增序贯推出,质量递减序贯推出和同时推出三种策略,分别构建两阶段的动态定价模型,研究企业的产品推出策略与策略消费者行为之间的相互影响.研究发现,企业的产品推出策略选择取决于策略消费者的影响程度(市场规模、耐心程度)以及产品质量成本比率(即两产品质量差异与成本差异的比率),而递增策略由于较高的竞食影响和较低的细分优势,不会成为企业的最佳选择.在质量成本比率较低的情况下,当策略消费者行为的影响增强时,企业通过递减策略缓解策略消费者行为的效果要优于同时策略;而在质量成本比率较高的情况下,当策略消费者行为的影响适中时,较高的细分市场优势使得同时策略缓解策略消费者行为的效果更佳.
[Abstract]:Considering a market where there are both strategic consumers and short-sighted consumers, this paper studies the strategy selection of vertical differentiated products. Considering the three strategies of increasing quality, decreasing quality and launching simultaneously, a two-stage dynamic pricing model is constructed to study the interaction between product launch strategy and strategy consumer behavior. The study found that the choice of product launch strategy depends on the impact of strategy consumers (market size, The degree of patience) and the ratio of product quality to cost (that is, the ratio of quality difference and cost difference between two products), but the incremental strategy will not be the best choice for the enterprise because of its higher competitive effect and lower subdivision advantage. In the case of low quality cost ratio, when the influence of strategic consumer behavior is enhanced, the effect of decreasing strategy to mitigate consumer behavior is better than that of simultaneous strategy, while in the case of high quality cost ratio, the effect of decreasing strategy on consumer behavior is better than that of simultaneous strategy. When the influence of the strategy consumer behavior is moderate, the higher market segmentation advantage makes the strategy alleviate the strategy consumer behavior better.
【作者单位】：合肥工业大学管理学院;
【基金】：国家自然科学基金(71201044,91546108,71690235);国家自然科学基金创新研究群体项目(71521001)~~
【分类号】：F274

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