创新产品的迭代产品定价问题研究  

Pricing Decision for Multi-generational Innovative Product

作　　者：李锋[1] 梁倩盈 LI Feng;LIANG Qianying(School of Business Administration,South China University of Technology,Guangzhou 510640,China)

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《工业工程与管理》2024年第2期151-169,共19页Industrial Engineering and Management

基　　金：广东省自然科学基金(2023A1515010630);广东省哲学社会科学规划项目重大基础理论研究专项项目(GD22ZDZGL03);广东省哲学社会科学规划项目一般项目(GD20CGL20)。

摘　　要：创新产品的快速迭代势必引起迭代产品“蚕食”上一代产品的市场。因此,企业的迭代产品定价不能仅考虑迭代产品的销售收益,而是必须以多代产品销售总收益最大为决策目标。此外,迭代产品的定价决策还必须考虑有限的产能和消费者购买过程中的各种行为因素。在这些因素的叠加影响下,此研究问题的建模和求解非常困难。因此,本文构建了研究问题的系统动力学模型,并通过模型仿真实现问题求解。在此基础上,继续深入分析了迭代产品的产能、市场总量、上市时间、产品广告和口碑营销努力等众多因素对企业定价决策和总收益的影响,给出了相应的管理启示。Sales of the successive generations of innovative products are strongly influenced by its last generation products,namely cannibalization effect.Therefore,the firm should pursue to maximize the net present profit of multi-generation of the product,rather than revenue of either one generation concerning the pricing problem of the successive generations of the product.The problem becomes even more challenging due to constraints in production capacity and the diverse range of consumer behavior.To find the optimal pricing strategies,a system dynamics simulation model was built instead of an analytical model.Through simulation analysis,the impact of several factors on pricing strategies was explored,e.g.production capacity,market size,launch time,sales efforts of advertising and word-of-mouth marketing.Finally,several managerial insights were derived based on the scenario analysis.

关 键 词：迭代产品 价格决策 产能 消费者行为 系统动力学仿真 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]