企业新产品推出市场的序贯策略研究

Research on Sequential Strategy of New Product Market Introduction

构造垄断厂商序贯推出两个世代新产品的模型,厂商选择推出产品的时间、质量并进行定价,利用消费者效用模型刻画了消费者的选择行为,建立了厂商的利润函数。通过模型推导,证明了对于垄断厂商而言,最优的推出策略是在两阶段同时推出高端和低端的产品或者只推出高端产品,并且存在最优的产品定价使得厂商的利润最大化。

In this paper, we use the consumer utility model to describe the behavior of consumer choice, and establish the profit function of the manufacturer. Finally, the paper introduces the model of consumer ＇s choice behavior and the profit function of the manufacturer. Through model derivation, this paper proves that the best strategy for monopoly manufacturers is to introduce high-end and low-end products in two sections in a time period or just introduce high-end products, and the optimal product pricing strategy max-imizing the profits of firms.