考虑消费者预期后悔的产品换代策略研究

Study on Product Rollover Strategies with Consumers' Anticipated Regret

由于信息的易得性,面对企业的持续产品创新运营计划,消费者决策时不仅会将未来可选项纳入考虑,而且会在事前预期可能出现的后悔。本文分析了两种产品创新换代策略下零售企业与消费者的两阶段动态博弈,发现预期后悔对消费者自身购买决策具有显著影响,进一步得到不同的消费者预期后悔相对强度下企业取得均衡的条件。最后,将两种产品换代策略对比研究,结果表明:共生换代策略在提高企业产品市场占有率方面更有优势,而单品换代策略能实现更高的企业利润。

Becauseofinformation availability,consumers will consciously take future purchase options into consideration and anticipate the possible regrets before decision making with frequent product introductions. This study explores and analyzes the two-stage dynamic game model of consumers and retail enterprises under two primary rollover strategies and find that the anticipated regret has a significant impact on the purchase options of the consumers; Furthermore,we derive the conditions for the different equilibria at the different relative strengths of anticipated regret. At last,the paper makes a comparative analysis. The result show that the dual rollover strategy has more advantages in improving the market share of enterprise products,yet the single rollover strategy holds better profit.