顾客最大支付意愿之下产品创新的最优创新努力与定价策略研究

Optimal Decision on Innovation Effort and Pricing Under the Constraint of Maximum Willingness to Pay

在顾客最大支付意愿的约束下,产品创新决策影响创新者收益和顾客所获效用。相关决策包括产品创新努力程度决策和创新产品定价。从产品创新努力程度事先确定和产品创新努力程度未知两种情况出发,考虑了创新产品的定价和最优决策组合,讨论不同决策结果对创新者和顾客的影响,分析了与创新者获利相关的各因素灵敏度。结论表明:针对不同的市场存在不同的最优决策;降低单位生产成本及投资系数、提高创新效率及创新成果转化率对创新者及顾客均有利;单位生产成本、品牌效能及顾客对品牌效能的敏感度在创新努力程度未知且按MWTP定价时,不对产品创新努力程度造成影响。

Product innovation decision effects innovator＇s revenue and consumers＇ utility on the constraint condition of Maximum Willingness to Pay （MWTP）, which includes innovation effort and pricing. This paper focuses on pricing and optimal decision combination under the circumstance of fixed innovation effort and variable innovation effort while analyzing different outcomes by which imposed on innovator and consumer. Furthermore, this paper analyzes the influences every pertinent factor exerts on innovator＇s profit. Our conclusions demonstrate that reduc- tion of unit production cost and innovation parameter combined with increase of innovation efficacy and innova- tion conversion rate benefit both innovator and consumer. Moreover, under the circumstance where innovation ef- fort is variable and pricing is dictated by MWTP, unit production cost and brand efficacy fail to effect the deci- sion on innovation effort.