基于机会成本分析的新产品定位时机选择:策略与模型

The Choice of New Product Position Time Based on the Opportunity Cost Analysis:Policy and Model

在现代市场竞争中 ,企业确定其新产品合理定位时机具有越来越重要的意义。当新产品的总研发周期一定时 ,新产品定位时间越长 ,生产准备和后期营销工作时间就越短 ,这不仅为生产组织、市场开发创造了一定的困难 ,而且也需要额外的“平衡资源”投入 ;但定位过早 ,又会牺牲一定的产品成熟度和性能改进幅度 ,隐含着损失未来市场份额的危险 ,这种矛盾在市场环境快速变迁时尤其明显。本文提出了在这种情况下分析最佳定位时机的模型和相应的策略。

In modern Competition,Under more and more and conditions firms need to plan the time of putting its new products to market. This makes the time of R&D and the setup of new product fixed. Inside the period,the position time decide directly the improgression of new product:the more the improgression,the more the time spent and the more related the opportunity cost. The article instigates the opportunity cost of position time of new product under state environment and the optimal position policy based on it. Then the optimal position policy when exist competition and learning effect is studied.