颠覆性创新产品低端市场进入最优定价研究  

On Optimal Pricing for Disruptive Innovation Production's Penetration into Low-end Market

作　　者：吴佩[1,2] 陈继祥[2] 史玉婷[2] 

机构地区：[1]上海师范大学旅游学院,上海200243 [2]上海交通大学安泰经济与管理学院,上海200052

出　　处：《系统管理学报》2014年第1期149-152,共4页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70872070);国家社科基金青年项目(11CZZ020)

摘　　要：运用模型分析和计算机仿真方法,分析了消费者剩余、价格、网络外部性等对主流低端市场消费者消费转移的影响以及后发企业最优定价模型。分析结果表明,颠覆性创新产品需要给消费者带来比主流产品更高的消费者剩余才能吸引主流消费者,较高的网络外部性可以增加由消费主流产品到颠覆性创新产品的转移概率。后发企业进行低端颠覆性创新,在正确识别主流市场机会的基础上,还要有低成本生产能力,这样才能够带给消费者比主流产品更多的消费者剩余并扩大颠覆性创新产品的市场。We analyze the effect of consumers＇ surplus, price and network effects, etc. , on the transition of consumption in the mainstream low-end market, and develop an optimum pricing model. The results indicate that it is necessary for the disruptive innovation productions to attract consumers in the mainstream market by bringing much more consumers＇ surplus to the consumers. Superior network effects may increase the transition probability from consuming mainstream productions to disruptive innovation productions. By correctly identifying the business opportunity in the mainstream market, the late-coming firm which decides to disruptively enter into the low-end mainstream market must have the ability to produce at low cost, so as to bring the consumers more surplus than the mainstream products and expand the market of disruptive innovation products.

关 键 词：颠覆性创新 主流市场 网络外部性 低端市场 

分 类 号：F270.7[经济管理—企业管理]