共生换代背景下面向策略型消费者的联合策略  

Joint Strategy of Innovative Products with Strategic Consumer and Symbiotic Replacement

作　　者：郑江波[1] 甘燕红 ZHENG Jiang-bo;GAN Yan-hong(School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《系统工程》2020年第2期69-78,共10页Systems Engineering

基　　金：广东省自然基金面上项目(2016ZC0052)。

摘　　要：考虑某厂商面向策略型消费者且采用共生换代策略时的联合定价和定量决策问题,把每个周期分为正常销售阶段和折价销售阶段,分别构建单周期博弈模型和多周期马氏决策模型来探讨厂商最优策略与消费者策略行为间的相互影响。研究发现:当市场只有策略型消费者时,厂商应采取相对保守的固定定价策略且每期剩余旧产品应全部处理或全部进入销售。此外还探讨了不同情形下应对消费者策略行为的措施:当创新速率较快时,厂商需提高旧产品价格,反之需同时降低新产品价格和提高旧产品价格;当消费者因等待导致的偏好损失较小时,厂商应先降低新产品价格,再提高旧产品价格。To study the joint pricing and quantitative decision when facing strategic consumers and adopting a symbiotic replacement strategy,this paper divides each period into two stages,normal and promotion stages,then constructs a single-period game model and a multi-period Markov decision model respectively to study the interaction between the optimal joint strategy and the strategic consumers.Numerical results show that the vendor should adopt a fixed pricing strategy and all remaining old products should be discarded or be into sales when all consumers arc strategic.Moreover,this paper proposes measures to deal with strategic consumers in different situations:when the innovation is faster,the vendor should raise the price of the old products,on the contrary,lower the price of the new ones and raise the price of the old ones simultaneously.When the consumers’ waiting loss is small,the price of the new products firstly decreases and then that of the old ones increase.

关 键 词：策略型消费者 共生换代 联合策略 马氏决策过程 

分 类 号：D273[政治法律—政治学]