应对竞争对手的新产品预告:策略的进取性及其效果  

How to React to Competitor＇s New Product Preannouncement： Responding Aggressiveness and Its Effects

作　　者：伍青生[1] 

机构地区：[1]上海交通大学安泰经济与管理学院

出　　处：《中大管理研究》2011年第3期30-49,共20页China Management Studies

基　　金：国家自然科学基金(项目批准号71072060)

摘　　要：面对竞争者通过新产品预告开展的新产品营销竞争,企业如何制定有效的应对策略？本文集中于研究应对策略的进取性（aggressiveness）强弱及其影响效果,包括对预告者的效果、对应对者自身的效果等两个方面。以汽车行业的新产品预告为背景,Study 1研究了应对策略的进取性强弱对消费者购买意愿的影响,Study 2增加了新产品的创新程度为调节变量。Study 1和2都没有考虑竞争双方市场地位的差异。Study 3进一步探讨了竞争者之间市场地位的差异对应对策略效果的影响。结果表明：总体上,应对者应对策略的进取性越强,消费者对预告者、应对者的新产品的购买意愿都会提高。本文将之称为＂水扑油火＂效应。同时,新产品的创新程度、双方的市场地位都会不同程度地影响这种效应。How to react to a competitor＇s new product preannouncement in marketing of new products？ We investigate responding aggressiveness and its related effects,including the effects to preannouncer and to reactor itself.Automobiles are used as experimental products since China has already been the world＇s largest auto market.In Study 1,we investigate how consumers＇ buying intentions are impacted by responders with different aggressiveness.The innovation of new product is added as moderator in the model of Study 2.Competitors＇ market position is not examined in the first two studies;we add it as another moderator in Study 3.All of these three studies mean that： the stronger the reactor＇s responding aggressiveness is,the higher the consumers＇ willingness to buy the new product from preannouncer and reactor.We name this effect as pour-water-to-burning-oil effect.This effect will be moderated by innovation of new product and competitors＇ market position.

关 键 词：新产品预告 应对策略 策略效果 新产品竞争 实验研究法 

分 类 号：F274[经济管理—企业管理] F713.8[经济管理—国民经济]