互联网营销模式下智能手机定价策略的博弈研究
发布时间：2018-07-14 22:16
【摘要】：近年来,随着移动互联网时代的到来和智能手机的普及,生产并销售各种各样的智能手机成为了各大传统厂商和互联网企业把握移动互联网入口、赚取利润的重要途径。随着小米模式的成功,使得互联网营销越发成为了智能手机营销的主流方式。然而针对互联网营销的效果,我们如何对手机进行合理的定价,以获取最大的销量和利润,成了智能手机生产厂商急需解决的问题。目前关于手机定价的研究文献还比较少,且主要局限在对传统渠道生产销售的手机应该去如何定价的研究方向,对于在当下的移动互联网时代,我们需要同时考虑用户量和利润的因素时,我们应该如果给手机以合理的定价,还未曾有学者有过研究。本文通过对从代理商渠道获得的不同型号智能手机每月的出货量,从产品生命周期的角度,对互联网营销对手机产品生命周期的影响进行分析,划分出高起点高存活、高起点低存活、低起点高存活和低起点低存活等四种类型的智能手机生命周期曲线,并分析不同类型生命周期手机的特点。同时,针对不同起点生命周期曲线的手机市场,从手机厂商和消费者、手机厂商和手机厂商两个角度,利用重复博弈的理论,建立了双重的重复博弈模型,并通过模型求解得出了手机厂商与消费者、手机厂商与手机厂商之间博弈的纳什均衡,并对不同类型生命周期的手机定价提出了意见和建议。
[Abstract]:In recent years, with the advent of the mobile Internet era and the popularity of smart phones, the production and sale of a variety of smart phones has become a major traditional manufacturers and Internet enterprises to grasp the mobile Internet entry, an important way to earn profits. With the success of Xiaomi model, Internet marketing has become the mainstream of smartphone marketing. However, in view of the effect of Internet marketing, how to price the mobile phone reasonably to get the maximum sales volume and profit has become the urgent problem for the smartphone manufacturers to solve. At present, the research literature on mobile phone pricing is still relatively few, and it is mainly confined to the research direction of how to price mobile phones produced and sold through traditional channels. For the current era of mobile Internet, When we need to consider both the number of users and the profit, we should be able to make a reasonable pricing of the phone, which has not been studied by any scholars. This paper analyzes the impact of Internet marketing on mobile phone product life cycle from the point of view of product life cycle and classifies the high starting point and high survival by analyzing the monthly shipments of different types of smartphones obtained from the channel of the agent, and analyzing the impact of Internet marketing on the mobile phone product life cycle from the point of view of product life cycle. The life cycle curves of four types of smartphones, namely, high starting point, low survival and low starting point, are analyzed, and the characteristics of different types of mobile phone are analyzed. At the same time, aiming at the mobile phone market with different starting points of life cycle curve, a double repeated game model is established from the perspectives of mobile phone manufacturer and consumer, mobile phone manufacturer and mobile phone manufacturer, using the theory of repeated game. By solving the model, the Nash equilibrium of the game between the mobile phone manufacturer and the consumer, the mobile phone manufacturer and the mobile phone manufacturer is obtained, and the opinions and suggestions on the mobile phone pricing with different life cycles are put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F224.32
本文编号：2123131
[Abstract]:In recent years, with the advent of the mobile Internet era and the popularity of smart phones, the production and sale of a variety of smart phones has become a major traditional manufacturers and Internet enterprises to grasp the mobile Internet entry, an important way to earn profits. With the success of Xiaomi model, Internet marketing has become the mainstream of smartphone marketing. However, in view of the effect of Internet marketing, how to price the mobile phone reasonably to get the maximum sales volume and profit has become the urgent problem for the smartphone manufacturers to solve. At present, the research literature on mobile phone pricing is still relatively few, and it is mainly confined to the research direction of how to price mobile phones produced and sold through traditional channels. For the current era of mobile Internet, When we need to consider both the number of users and the profit, we should be able to make a reasonable pricing of the phone, which has not been studied by any scholars. This paper analyzes the impact of Internet marketing on mobile phone product life cycle from the point of view of product life cycle and classifies the high starting point and high survival by analyzing the monthly shipments of different types of smartphones obtained from the channel of the agent, and analyzing the impact of Internet marketing on the mobile phone product life cycle from the point of view of product life cycle. The life cycle curves of four types of smartphones, namely, high starting point, low survival and low starting point, are analyzed, and the characteristics of different types of mobile phone are analyzed. At the same time, aiming at the mobile phone market with different starting points of life cycle curve, a double repeated game model is established from the perspectives of mobile phone manufacturer and consumer, mobile phone manufacturer and mobile phone manufacturer, using the theory of repeated game. By solving the model, the Nash equilibrium of the game between the mobile phone manufacturer and the consumer, the mobile phone manufacturer and the mobile phone manufacturer is obtained, and the opinions and suggestions on the mobile phone pricing with different life cycles are put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F224.32
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