企业的新产品引入时机与技术防范策略

Opportunity of New Product Introduction and Technology Prevention Strategies

利用纵向产品差异模型分析新产品的特征设计、引入时机及对模仿进入的防范问题.研究结果表明,产品水平特征设计应遵循消费者效用损失最小化原则,且对垂直特征的设计没有影响;垂直特征设计受消费者收入水平及研发成本影响;新产品最佳引入时机受新旧产品之间的技术差异影响;面对模仿进入,新产品拥有者应根据模仿程度决定是否阻止进入;新产品引入的初期营销努力程度与新技术的扩散速度成反比.

It studied design of the characters and introduction timing of new product, guarding against imitation entry in the framework of vertical product differentiation. The results show that the design of products＇ horizontal characters, which has no effect on the design of vertical characters, should follow the principle of minimizing losses of consumer utility. The design of vertical characters is affected by consumer income levels and R＆D costs. The optimal introduction timing of new product is affected by the technical differences between the new and old products. Facing imitation entry, the owner of the new product should decide whether or not prevent entry based on the imitation degree. The degree of marketing effort in the early stage of new product introduction is inversely proportional to the rate of diffusion of new technologies.