消费者战略行为下新进企业产品质量提升策略  

Product quality improvement strategy of a new venture under consumer strategic behavior

作　　者：李拓晨[1] 王长柱 王晓西 那琪 LI Tuochen;WANG Changzhu;WANG Xiaoxi;NA Qi(School of Economics and Management, Harbin Engineering University, Harbin 150001, China;Centre for Big Data and Business Intelligence, Harbin Engineering University, Harbin 150001, China)

机构地区：[1]哈尔滨工程大学经济管理学院,黑龙江哈尔滨150001 [2]哈尔滨工程大学大数据与商务智能研究中心,黑龙江哈尔滨150001

出　　处：《哈尔滨工程大学学报》2022年第5期745-752,共8页Journal of Harbin Engineering University

基　　金：国家自然科学基金项目(72001057);黑龙江省自然科学基金项目(LH2020G003);黑龙江省哲学社会科学研究规划项目(20GLC205,18GLD291);中央高校基本科研业务费项目(3072021CFW0905,3072021CFW0901).

摘　　要：针对新进企业面向战略消费者时如何提升产品质量这一现实问题,考虑新进企业在第2销售阶段介入市场,与在位企业展开质量与价格竞争的研究情境。本文通过构建2家企业的定价模型,分析了质量敏感系数与折扣系数对战略消费者决策过程以及2家企业期望利润的影响,并据此探讨新进企业的质量提升策略。研究表明:战略消费者关于产品的质量敏感程度对产品价格具有正效应;折扣系数对产品价格与期望利润的作用方向和程度,则与战略消费者在第2阶段的产品选择顺序相关;新进企业盲目地提高质量投入并不能帮助其获取更多的利润;由于在位企业具有先动优势,所以采取跟随策略是新进企业提升产品质量的最优策略。As a practical problem,to improve the product quality when a new venture faces strategic consumers,this paper considers a research situation in which new enterprises enter the market in the second sales stage and compete with incumbent firms in terms of quality and price.By constructing a pricing model for two enterprises,this study analyzes the influence of the quality sensitivity coefficient and the discount coefficient on the strategic consumer′s decision-making process and the expected profit of two enterprises.Then,the quality improvement strategy of the new venture is discussed.The results show that the quality sensitivity of strategic consumers has a positive effect on the product price.The direction and degree of the effect of the discount coefficient on the product price and expected profit are related to the product selection order of strategic consumers in the second stage.Blindly increasing the quality investment of the new venture will not help them to obtain more profits.Because the incumbent enterprises have the first-mover advantage,the new venture should adopt the strategy of following product quality investment.

关 键 词：战略消费者 质量提升 新进企业 在位企业 价格竞争 定价 折扣 敏感性 

分 类 号：F272.3[经济管理—企业管理]