消费者异质偏好结构下动态创新竞合系统定价与创新策略研究

Pricing and Innovation Strategies of Dynamic Innovative Competition-Cooperation System under the Framework of Consumers’ Heterogeneous Preference

基于消费者对产品创新属性和价格属性的异质偏好结构,针对潜在创新企业和非创新企业间的动态竞合关系,构建了潜在创新企业和非创新企业间的集中式决策模型和Nash分散式决策模型,进而分析消费者异质偏好结构对潜在创新企业和非创新企业决策的影响机理。研究表明:(1)相较于分散式决策系统,集中式决策系统是把双刃剑。集中式决策系统虽然提升了非创新企业和潜在创新企业的产品定价、系统整体利润,抑制了非创新企业发展,压缩了落后产能;但是,集中式决策亦抑制了潜在创新企业的产品创新活动,降低了创新产品产能,不利于社会的创新研发。(2)随着消费者对产品创新属性偏好的增加,潜在创新企业产品定价和供货量上升,非创新企业产品定价和供货量下降;系统利润先下降后上升,非创新企业利润一致单调下降,潜在创新企业利润一致单调上升。(3)随着产品创新难度的增加,潜在创新企业以及非创新企业的产品定价、系统盈利水平均下降。此外还发现,产品相对创新度对系统主体决策存在复杂影响。

Business innovation is an important source for social development. However, it is a slow evolutionary process for enterprises to convert from conservative production to innovative development. During the process competition and cooperation between potential innovative companies and conservative non-innovative companies will arise. To be specific, competition is caused by market competition between companies, while cooperation, in most case, results from joint decisions between companies to control prices and output. In the competition-cooperation game between potential innovative companies and non-innovative companies, consumers have subjective understanding and judgment on pricing and innovation levels of products from different companies, therefore, the market demand for products is influenced by consumers’ heterogeneous preference. If so, how will the consumers’ heterogeneous preference structure affect the product pricing, supply and innovation decisions of enterprise in the innovative competition-cooperation system?In order to answer this question, based on the framework of consumers’ heterogeneous preference for innovation and price attributes of products, a centralized decision-making model and a Nash decentralized decision-making model of potential innovative companies and non-innovative companies within the companies’ dynamic competition-cooperation relations, are set up to analyze the impact of consumers’ heterogeneous preference framework on the pricing and supply mechanism of potential innovative companies and non-innovative companies, as well as its impact on innovation strategies of potential innovative companies.The research shows that:(1) The centralized decision-making system can be a double-edged sword compared with the decentralized decision-making system. Although the centralized decision-making system has improved the product pricing and overall system profits of both non-innovative companies and potential innovative companies, as well as inhibited the development of non-innovative companies and compressed backward production capacity, it has also inhibited the product innovation activities of potential innovative companies and reduced the production capacity of innovative products, which is not conducive to social innovation research and development.(2) With the increase of consumers’ preference for product innovation attributes, product pricing and supply of potential innovative companies has increased, while that of non-innovative companies has decreased;the gross system profits have declined firstly and grown later, profits of non-innovative companies have monotonically declined, and profits of potential innovative companies have monotonically increased.(3) As product innovation becomes more difficult, the product pricing and system profitability of both potential innovative companies and non-innovative companies has declined. In addition, it is found that the degree of product innovation has a complex influence on the systematic decision-making of the main body.The research has certain guiding significance for pricing, supply and innovation strategy formulation of companies with competitive-cooperative relationships in the market, which to some extent provides a theoretical basis for the government to prevent from the monopoly problem of companies in the market, and enriches understanding of the general Kartel problem.