中国管理科学 ›› 2023, Vol. 31 ›› Issue (4): 56-65.doi: 10.16381/j.cnki.issn1003-207x.2020.0997
• 论文 • 上一篇
刘靓晨1, 翟昕2
收稿日期:
2020-05-29
修回日期:
2020-08-06
发布日期:
2023-05-06
通讯作者:
翟昕(1975-),女(汉族),北京人,北京大学光华管理学院,副教授,博士生导师,研究方向:运营管理、供应链与物流管理,Email:xinzhai@gsm.pku.edu.cn.
E-mail:xinzhai@gsm.pku.edu.cn
基金资助:
LIU Jing-chen1, ZHAI Xin2
Received:
2020-05-29
Revised:
2020-08-06
Published:
2023-05-06
Contact:
翟昕
E-mail:xinzhai@gsm.pku.edu.cn
摘要: 本文研究企业的最优产品创新策略及其对企业运营的影响。通过构建两阶段动态博弈模型,分析企业在渐进式创新与突破式创新两种模式下和策略型消费者之间的定价与购买博弈,以及企业和消费者的策略性程度对于最优产品创新策略的影响。研究结果表明,第一,企业的最优产品创新策略受到高创新产品相对于低创新产品的创新提升程度、二者成本差异,以及消费者的策略性程度的共同影响。第二,在考虑策略型消费者购买行为的背景下,当高创新产品的创新程度足够高,或者二者成本差异有限时,突破式创新策略对于企业而言不仅能提供更高的利润,还能占据更大的市场份额。第三,消费者与企业策略性程度的增加,均在一定程度上提高了突破式创新相比渐进式创新而言的优势。
中图分类号:
刘靓晨, 翟昕. 面对策略型消费者的企业最优创新与定价策略[J]. 中国管理科学, 2023, 31(4): 56-65.
LIU Jing-chen, ZHAI Xin. Optimal Product Innovation and Pricing Strategies in the Presence of Strategic Consumers[J]. Chinese Journal of Management Science, 2023, 31(4): 56-65.
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