面向战略型消费者的产品创新与定价策略

doi:10.12005/orms.2021.0159

运筹与管理 ›› 2021, Vol. 30 ›› Issue (5): 154-160.DOI: 10.12005/orms.2021.0159

面向战略型消费者的产品创新与定价策略

牛文举¹, 夏晶²

1.南京财经大学营销与物流学院,江苏南京 210023;
2.南京大学管理科学与工程系,江苏南京 210093

收稿日期:2019-03-08 出版日期:2021-05-25
作者简介:牛文举(1987-),男,河南西华人,讲师、博士,研究方向:供应链管理、行为运营管理等;夏晶(1990-),湖北安陆人,博士研究生,研究方向:供应链管理。
基金资助:
国家自然科学基金资助项目(71901116,71671085)

Product Innovation and Pricing Strategies in the Presence of Strategic Consumers

NIU Wen-ju¹, XIA Jing²

1. School of Marketing and Logistics, Nanjing University of Finance & Economics, Nanjing 210023 China;
2. Department of Management Science and Engineering, Nanjing University, Nanjing 210093, China

Received:2019-03-08 Online:2021-05-25

摘要/Abstract

摘要： 考虑垄断制造商面向战略型消费者时的产品创新与定价问题。运用消费者效用理论和博弈论等方法,构建静态和动态定价下制造商和消费者两期决策模型并求解分析。结果表明,消费者是否购买以及何时购买产品取决于升级换代产品的价格阈值。与静态定价相比较,动态定价能使制造商获得更多期望收益,但会降低消费者剩余、弱化制造商的产品创新积极性,并且这种弱化现象在产品价值折扣系数较高的情况下尤为明显。战略消费者购买行为对制造商的产品创新、期望收益和消费者剩余的影响,不仅依赖于制造商选择何种定价策略,还取决于产品价值折扣系数的大小。研究结论为消费者的产品购买和升级换代提供了理论建议,为企业的产品创新和定价提供了决策参考。

关键词: 产品创新, 产品升级, 动态定价, 静态定价, 战略型消费者

Abstract: This paper investigates the optimal product innovation and pricing strategies of a monopoly manufacturer facing strategic consumers. Methods such as consumer utility theory and game theory are used to develop models over two periods under the dynamic-and static-pricing strategies. The results show that strategic consumers make purchase decisions based on some price thresholds of the upgraded products. Compared to the static-pricing strategy, the dynamic-pricing strategy enables the manufacturer to get more expected profit, but results in less consumer surplus and innovation incentive particularly when the discount factor of product value is high. In addition, the effects of strategic consumers' purchase behavior on product innovation, the manufacturer's expected profit, and consumer surplus depend not only on the pricing strategy but also on the discount factor of product value. Our findings offer consumers theoretical proposals of purchasing and upgrading products, as well as provide firms with decision-making reference about the adoption of the product innovation and pricing strategies.

Key words: product innovation, product upgrades, dynamic pricing, static pricing, strategic consumers

中图分类号:

F270
O225

牛文举, 夏晶. 面向战略型消费者的产品创新与定价策略[J]. 运筹与管理, 2021, 30(5): 154-160.

NIU Wen-ju, XIA Jing. Product Innovation and Pricing Strategies in the Presence of Strategic Consumers[J]. Operations Research and Management Science, 2021, 30(5): 154-160.

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面向战略型消费者的产品创新与定价策略

Product Innovation and Pricing Strategies in the Presence of Strategic Consumers

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