双寡头竞争环境下迭代产品上市时间和定价问题  

Optimal Pricing and Entry Time for Successive Generations of New Product in a Duopoly

作　　者：李锋[1] 王倩妮 Feng Li;Qianni Wang(School of Business Administration,South ChinaUniversity 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：《中国管理科学》2024年第6期240-254,共15页Chinese Journal of Management Science

基　　金：广东省哲学社会科学规划项目(GD20CGL20);国家自然科学基金项目(72072073);广东省自然科学基金项目(2023A1515010630)。

摘　　要：竞争环境下迭代产品上市,产品需求受到包括上市时间和产品价格,消费者的跃级购买行为、重复购买行为,以及竞争对手的产品上市时间和产品定价的影响。这些因素的引入使得仿真建模与分析成为更加适合求解迭代产品上市时间和产品价格决策问题的方法论。通过构建研究问题的系统动力学模型,仿真分析和求解了迭代产品的最佳上市时间和产品价格问题。研究中除了考虑竞争实力对等的市场环境以外,也对竞争实力不对等的市场环境下优势企业和劣势企业的最佳产品决策问题分别进行了仿真求解。仿真结果表明,迭代产品的提早上市虽然会引发蚕食效应,但依然能够提高企业的总收益。迭代产品上市后,上一代产品的降价销售虽然能够提高其产品销量,但是企业的总收益随之下降。更重要的是,提高产品广告、口碑的影响力,或者维系消费者参与口碑营销的热情,可以延缓产品更新换代的速度压力,提高迭代产品的市场售价,是提高企业总收益的最有效手段。Introduction of successive generation product in a duopoly market,the demand is driven by launch time of the next-generation product and product price of two generation products.Several consumer behaviors are also concerned,e.g.leapfrogging adopters whomore prefer the next-generation product when available-named the cannibalization effect,and switching adopters who repeat purchasing the next-generation product.Moreover,product policies of the competitor have also a great influence on the sales and revenue of the firm.Due to the impact of these interrelated factors and its dynamic,the methodology of system modeling and simulationis proposed to solve this problem.A system dynamic model is developed to study decision-making of launch time of the next generation product and pricing strategies for the two generation products.Beside the normal scenario of duopoly with equal bargain power,the scenario of two firms with unequal bargain power is also discussed.According to simulation results,either firm will benefit from accelerating its own next-generation product launch,although demand of the first-generation product is decreasing.Similar opinion is for pricing strategies of the first-generation product.Discounting the first-generation product after the second-generation product is launched,increases the sales of the first-generation product,however it has negative influence on the revenue of the firm.More important,increasing the influence of advertisement and word-of-mouth on potential consumers,keeping consumers active in word-of-mouth marketing campaign would allow firm to delay the launch time or offer higher price for the next-generation product.The firm can also benefit from word-of-mouth marketing strategies,which offer important insights about the firm’s sale efforts.

关 键 词：迭代产品 双寡头竞争 产品定价决策 上市时间 系统动力学模型 

分 类 号：F274[经济管理—企业管理]