基于策略消费者的差异化产品推出及定价研究

考虑一个同时存在策略型消费者和短视型消费者的市场,研究企业的纵向差异化产品推出策略选择问题.考虑质量递增序贯推出,质量递减序贯推出和同时推出三种策略,分别构建两阶段的动态定价模型,研究企业的产品推出策略与策略消费者行为之间的相互影响.研究发现,企业的产品推出策略选择取决于策略消费者的影响程度(市场规模、耐心程度)以及产品质量成本比率(即两产品质量差异与成本差异的比率),而递增策略由于较高的竞食影响和较低的细分优势,不会成为企业的最佳选择.在质量成本比率较低的情况下,当策略消费者行为的影响增强时,企业通过递减策略缓解策略消费者行为的效果要优于同时策略;而在质量成本比率较高的情况下,当策略消费者行为的影响适中时,较高的细分市场优势使得同时策略缓解策略消费者行为的效果更佳.

Vertically differential product introduction and pricing in the presence of strategic consumers

Considering a mixed market with both strategic consumers and myopic consumers, we investigate the optimal introduction strategy of vertically differential products. The interaction between the firm's product introduction and the consumers' strategic behavior is analyzed by two-stage dynamic pricing models under three strategies, namely, simultaneous introduction, sequential introduction of low-quality product followed by high-quality product, and sequential introduction of high-quality product followed by low-quality product. It shows that the optimal introduction strategy is depended on the impact of strategic consumer behavior (i.e., market size or patience of strategic consumers) and quality-to-cost ratio. Due to higher cannibalization effect and lower segmentation advantage, it will never be a best option for the firm to introduce higher-quality product after lower-quality product. If the quality-to-cost ratio is low and the influence of strategic consumer behavior is strong, the sequential introduction of higher-quality product followed by lower-quality product can mitigate the negative impact of strategic consumer behavior much more than the simultaneous introduction. However, if the quality-to-cost ratio is high and the influence of consumer behavior is moderate, the simultaneous introduction is better due to the higher advantage of market segment.