预期后悔行为下考虑以旧换新产品的换代与定价策略

The Rollover and Pricing Strategy of Considering Trade-in Product under Expected Regret

考虑消费者预期后悔行为,构建一个科技企业与消费者之间的两阶段博弈模型,研究了科技企业提供以旧换新服务的最优定价策略。研究表明:(1)不论企业采用何种定价策略,所有购买现品的消费者都会通过以旧换新方式来购买新品。而其他消费者在第二阶段的选择主要取决于旧品的降价程度和新品的定价。(2)企业更倾向于采取渗透定价策略。当消费者的预期后悔相对强度较低且旧品的残值相对较大时,企业不降价销售旧品能够获得更高的利润。此时,消费者预期后悔和产品的创新度仅影响到新品的定价,不会影响到旧品的价格和以旧换新折扣。

Considering consumers’ expected regret behavior, this paper constructs a two-stage game model between technology enterprise and consumers, and studies the optimal pricing strategy of technology enterprise providing trade-in services. The research shows as follows:(1) no matter what pricing strategy is adopted by enterprises, all consumers who buy existing products will buy new products by exchanging old products for new ones. The choice of other consumers in the second stage mainly depends on the price reduction of old products and the pricing of new products.(2) Enterprises prefer to adopt penetration pricing strategy. When consumers’ expected regret is relatively low and the residual value of old products is relatively large, enterprises can obtain higher profits by selling old products without reducing prices. In addition, consumers’ expected regret and product innovation only affect the pricing of new products, and will not affect the price of old products and trade-in discounts.