应对竞争者新产品预告的策略与效果检验研究——以家电行业为例  

Studies on the countermeasures of competitors' notice of new products and their effectiveness test

作　　者：夏朝文[1] 伍青生[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《西南民族大学学报（自然科学版）》2012年第2期305-311,共7页Journal of Southwest Minzu University(Natural Science Edition)

基　　金：国家自然科学基金(71072060)

摘　　要：持续进行产品创新是现代企业生存的常态,营销推广在中国的发展也日益深入,在新产品正式市场发行之前对新产品进行预告已成为普遍现象.国内外对于新产品预告领域的研究大部分是定性研究探讨新产品预告对预告者本身的影响.从应对者的角度出发,面对竞争者率先发布的新产品预告,对应对者应该采用何种应对策略做了深入的研究.的实证分析立足于家电行业,以定量研究的方法分别检验应对策略对预告者和应对者的影响,解决了"应对策略"的选择及优化问题,具有一定的理论和实践指导意义.Ongoing product innovation is necessary in the modern business,and marketing development in China is also increasingly in-depth.Thus,the notice of new products before their official release to the market has become a common phenomenon.Research of notice of new products at home and abroad is mostly in the field of qualitative research investigating the influence of notice of new products on corporate themselves.This article,from the perspective of dealer,makes a deep research on how the companies should deal with the situation when they are facing competitors＇ notice of new products.The empirical analysis is based on the home appliances industry,and uses quantitative research methods to test coping strategies＇ influence on the company and competitors,and solves the choice and optimization problems of coping strategies,which has some theoretical and practical significance.

关 键 词：家电行业 新产品预告 应对策略 预告者 应对者 超额收益 

分 类 号：F27[经济管理—企业管理]