创新产品扩散的市场进入时间及定价分析

发布时间：2018-01-22 02:03

本文关键词： 创新扩散市场进入定价产品设计动态控制　出处：《中国科学技术大学》2011年硕士论文　论文类型：学位论文

【摘要】：当企业的创新产品推向市场时,由于市场竞争激烈且产品本身具有一定的生命周期,所以产品在投放市场过程中需要较高的成本,具有很高的风险。因此,创新产品推向市场后,如何让采用者快速接受便成为一个非常重要的研究问题。这一问题在技术创新管理中已有了很多的研究,例如,创新产品扩散模型即是该领域非常重要的一个研究成果,在学术领域和实业领域都有着相当广泛的应用。创新产品扩散是一个企业的创新产品从登录市场后到能被消费者所广泛采用的一个过程,在此过程中,产品扩散情况好坏会受到很多因素的影响。例如,价格、广告、质量、营销渠道、促销以及市场进入时间等。现今市场竞争尤为激烈,每个企业更是不断在利用上述影响因素以占领更多的市场份额或是加快产品扩散速度以获取更高的利润。然而在竞争环境下,当企业向未知市场推出新产品时,由于市场需求的不确定性,企业需要平衡好其较早进入市场带来的风险和较晚进入市场所丢失的机会,即企业需要选取合适市场进入时间。同时由于产品进入市场后其价格和需求是相互影响的,价格往往会直接影响产品被顾客接受的程度。现今这个问题非常普遍,尤其在通过专利权不能控制其他同类企业进入的市场,诸如消费品市场和新工业市场等。本文在当前已有的关于市场营销组合变量对新产品扩散影响的研究基础上,将以双寡头市场为背景,分别从企业和消费者两个角度研究新产品市场进入时间和价格的组合策略问题。本文的研究意义在于同时综合新产品的市场进入时间和定价两个影响因素,并给出了相关的最优组合策略以解决上述问题。本文共四章,主要内容如下: 第一章是论文的绪论部分。介绍了新产品扩散中市场进入时间和定价的研究背景和研究意义,总结了该问题的国内外研究现状,最后详细说明了本文的研究目的、研究内容以及主要研究方法,是全文的一个综述,对本文的主要工作展开一个铺垫和总结性的开端。第二章是从企业角度研究新产品的市场进入时间和价格问题,分析了企业先动和后动之间的相互关系以及价格与需求之间的互动关系,研究了企业如何选取自己的新产品市场进入时间和价格的问题。第三章是从消费者偏好角度来研究新产品的市场进入时间、产品设计以及产品价格问题,主要从产品质量和价格划分不同消费者的偏好区域,分析了先动和后动对产品质量的影响以及质量与价格的关系,研究了企业如何选取自己的新产品市场进入时间、产品设计以及产品价格的问题。第四章是对全文研究工作进行总结,并对本文工作中的不足之处进行详细的分析,指出有待于进一步完善的研究工作。本文的主要创新与工作如下: (1)、在竞争环境下同时考虑产品市场进入时间和定价对创新产品市场扩散的影响。并且分别从两个角度给出不同的新产品市场竞争扩散模型,描述新产品在市场中扩散的情况。 (2)、从企业角度研究了上述两种影响因素的最优组合策略,分析了不同条件下后行者的最优市场进入时间;并且在考虑成本学习效应的情况下,给出了两种需求函数下的产品最优定价形式。 (3)、从消费者角度研究了两企业的最优产品质量设计、后行企业的最优进入时间以及双方产品最优定价的问题,得出了两企业的最优产品设计、后行企业的最优进入时间以及双方产品最优定价的组合策略的一些规律,并分析了一些参数对组合策略的影响。
[Abstract]:When the enterprise innovative products to the market, due to fierce market competition and the product itself has a certain life cycle, so the products in the market in the course of high cost, high risk. Therefore, innovative products to the market, how to make the rapid acceptance has become a very important research problem. This problem has been a lot of research in the technology innovation management for new product diffusion model is a very important research field, has a wide application in the academic field and industrial field.
The diffusion of innovation products is an enterprise product innovation from the market after login to a process can be widely used by consumers, in this process, the product diffusion is affected by many factors. For example, advertising, price, quality, marketing channel, promotion and market entry time. Nowadays, the market competition is particularly fierce and each enterprise is constantly in the use of the above factors to occupy more market share or accelerate the diffusion speed in order to obtain higher profits.
In a competitive environment, when companies introduce new products to the market is unknown, due to the uncertainty of the market demand, the company needs to balance the risks of early market entry into the market and later lost opportunities, enterprises need to select the appropriate time to enter the market. At the same time as the product into the market price and the demand is mutual the influence of price often directly affect the product by the customer acceptance. Today this problem is very common, especially in the patent can not control other similar enterprises to enter the market, such as consumer goods market and the new industrial markets. Based on the current on the marketing mix variables on the diffusion of new products on the basis of that will be the duopoly market as the background, combined strategy respectively into the time and price research from the two angles of enterprises and consumers of new products in the market. The research significance of this paper is to synthesize two influencing factors of new product's market entry time and pricing at the same time, and give the related optimal combination strategy to solve the above problems. The whole paper consists of four chapters, the main contents are as follows:
The first chapter is the introduction part. It introduces the new products diffusion in time to enter the market pricing and the research background and significance, summarizes the research status of the problem at home and abroad, and finally explains the purpose of this research, research contents and research methods, is a summary of the full text, the main work of this a foreshadowing and summary of the beginning.
The second chapter is the study of new products from the angle of enterprises to enter the market price and time problems, analyzed the interaction between enterprises and the relationship between the first move and between price and demand, the paper studies how to select their own new products into the market price and time problem.
The third chapter is to research new products from the angle of time to enter the market of consumer preferences, product design and product price, mainly from the quality and price of products is divided into different consumer preferences, analysis of the first move and after dynamic influence on the quality of the products and the relationship between quality and price, the paper studies how to select their own new products time to enter the market, product design and product prices.
The fourth chapter summarizes the research work in this paper, and makes detailed analysis of the shortcomings in this work, pointing out the further research work that needs further improvement.
The main innovations and work of this article are as follows:
(1) considering the impact of product market entry time and pricing on the diffusion of innovative products in the competitive environment, we also give two new models of market competition and diffusion from different angles, and describe the diffusion of new products in the market.
(2) from the perspective of enterprises, the optimal combination strategies of the above two factors are studied, and the optimal market entry time of different travelers under different conditions is analyzed. And considering the cost learning effect, the optimal pricing form of two kinds of demand functions is given.
(3), from the perspective of consumers on the quality of the optimal design of products of two enterprises, in time and on both sides of the issue of optimal optimal product pricing by enterprises, two enterprises to obtain the optimal product design, after the enterprise enters the time optimal and some rules of combination strategy for both the optimal product pricing, and analyzes the influence of some parameters of the combination strategy.

【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F224

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