考虑环保责任的双寡头厂商新产品推出时机与定价策略

Timing and pricing strategy of new product launch in duopoly market with considering environmental protection responsibility

随着消费者环境与资源保护意识日益增强,包括新产品频繁推出在内的所有非环境友好型决策都将受到消费者的抵制和抛弃,因此厂商需要在考虑环保社会责任前提下重新审视新产品推出时机和定价策略.本文在考虑市场需求衰减和环保社会责任因素的基础上,建立了双寡头厂商三阶段竞争的新产品推出时机决策与定价模型,通过解析和数值仿真研究表明,环保社会责任惩罚因子,市场需求衰减指数和用户转移系数不仅影响各自厂商的新产品推出时机,同时对双寡头厂商新产品推出时机的纳什博弈均衡点有重要影响.同时,当环保惩罚因子和用户转移系数过大或过小时,两个厂商新产品推出时机不存在纳什均衡解,并且环保惩罚因子的大小决定了两厂商新产品上市间隔的长短.

With consumers growing awareness of protecting environment and resources,all the environment decisions,including frequent new product launching,will be resisted by consumers,which forces firms to rethink the new product launch timing and pricing strategy.In this paper,we develop a three stage game model on launching timing decision and pricing of new product in duopoly market with considering market demand attenuation and environmental social responsibility.The analytical and numerical simulation result shows that the environmental social responsibility penalty factor,the attenuation index of market demand and the customer transfer coefficient affects not only their time points of launching new products respectively,but also the Nash equilibrium point of new product launching.Moreover,when the penalty factor and the customer transfer coefficient is too large or too small,the Nash equilibrium solution on the timing of new products launching does not exist,and the penalty factor determines the length of time interval of new production launching between this two firms.