分糕还是做饼:行业可持续演化中新品的市场教育作用

To Divide the Cake or Make the Pie:Role of Market Education from New Products in the Sustainable Evolution of An Industry

绿色发展给传统行业的可持续演化带来了挑战,从需求端进行市场教育、促进消费者使用绿色产品变成行业可持续演化过程中一个日益重要的研究问题。在这个过程中,新产品上市是最鲜明、对产品社会认知影响最为明显的教育活动,其对市场上的已有产品可能具有两种作用。一方面,新产品可能与老产品产生竞争,分走蛋糕;另一方面,新的绿色产品可能通过广告、促销或渠道等市场教育方式促进消费者意识,了解和学习新的绿色产品,对已有的绿色产品产生需求外溢,做大饼干。重点关注可持续演化过程中新产品的市场教育作用,基于中国汽车市场6年来近千款汽车近3万条月销量数据建立面板模型,从实证角度分析新上市的新能源汽车对在市不同类型汽车的影响,并探究品牌强度和品牌关系在其中扮演的角色。研究结果表明,新上市的新能源汽车对在市的老产品同时具有“分糕”和“做饼”作用。对在市的传统产品是竞争作用,降低燃油汽车的销量,即“分糕”效果;而对在市的新能源汽车是积极的需求外溢作用,增加其销量,即“做饼”效果。进一步的分析支持品牌的市场教育作用机制,即“分糕”和“做饼”效果受到品牌强度和品牌关系的影响,具有非对称性和近亲性,强品牌“分糕”和“做饼”的市场教育效果大于弱品牌,“做饼”的受益方更多的是品牌自身的其他新能源产品,“分糕”则主要分走其他品牌的燃油汽车份额。研究结果揭示了新的绿色产品通过市场教育与传统产品“分糕”、对绿色产品“做饼”进而加速行业可持续演化进程的现象,帮助研究人员更好地理解这一过程中企业扮演的角色。对于处于可持续演化中的企业,绿色产品的上市管理决策需要全盘考虑市场其他竞争者的决策,利用好“分糕”和“做饼”的效果,进而提升销量。

Green development has brought challenges to the sustainable evolution of traditional industries.Market education from the demand side and promoting consumers to use green products have become an increasingly important research issue in the sustainable evolution of an industry.In this process,the launch of a new product is the most distinctive educational activity that has the most obvious impact on the social cognition of the product.It may have two effects on the existing products on the market.On the one hand,new products may compete with old products and share the cake;on the other hand,new sustainable products may promote consumer awareness,understanding and learning of sustainable products through market education methods such as advertisements,promotions or channels,which generates demand spillover to old sustainable products and makes the pie bigger.The research focuses on this important factor from enterprises in the process of sustainable evolution-the educational effect of new products on the existing market.Based on nearly 30000 monthly sales data of nearly 1000 vehicles in the domestic auto market in the past 5 years,the research establishes a panel model to analyze the impact of newly launched new energy vehicles on different types of vehicles in the market from an empirical perspective,and explores the role of brand strength and brand relationships in the process.The results show that the newly launched new energy vehicles have the effect of“dividing the cake”and“making the pie”for the old products in the market at the same time:It has a competitive effect on the traditional products in the market,reducing the sales of fuel vehicles,that is,the effect of“dividing the cake”;while for the new energy vehicles already in the market,it is a positive spillover effect of demand,increasing its sales,that is,the effect of“making the pie”.Further analysis supports the market education mechanism of brands—the effects of“dividing the cake”and“making the pie”are affected by brand strength and brand relationships,and have characteristics of asymmetry and close kinship:the market education effects of strong brands,both“dividing the cake”and“making the pie”,are greater than that of weak brands;the beneficiaries of“making the pie”are more of the brand′s own new energy products,while“dividing the cake”mainly takes away the share of fuel vehicles from other brands.The research reveals the phenomenon that new green products“divide the cake”from traditional products through market education and“make the pie”for other green products,thereby accelerating the process of sustainable evolution of the industry,helping researchers better understand the role of enterprises in this process.For enterprises in the process of sustainable evolution,the management decision of sustainable product launches needs to fully consider the decisions of other competitors in the market,and make good use of the effects of“dividing the cake”and“making the pie”to increase sales.