互聯(lián)網營銷模式下智能手機定價策略的博弈研究
發(fā)布時間：2018-07-14 22:16
【摘要】：近年來,隨著移動互聯(lián)網時代的到來和智能手機的普及,生產并銷售各種各樣的智能手機成為了各大傳統(tǒng)廠商和互聯(lián)網企業(yè)把握移動互聯(lián)網入口、賺取利潤的重要途徑。隨著小米模式的成功,使得互聯(lián)網營銷越發(fā)成為了智能手機營銷的主流方式。然而針對互聯(lián)網營銷的效果,我們如何對手機進行合理的定價,以獲取最大的銷量和利潤,成了智能手機生產廠商急需解決的問題。目前關于手機定價的研究文獻還比較少,且主要局限在對傳統(tǒng)渠道生產銷售的手機應該去如何定價的研究方向,對于在當下的移動互聯(lián)網時代,我們需要同時考慮用戶量和利潤的因素時,我們應該如果給手機以合理的定價,還未曾有學者有過研究。本文通過對從代理商渠道獲得的不同型號智能手機每月的出貨量,從產品生命周期的角度,對互聯(lián)網營銷對手機產品生命周期的影響進行分析,劃分出高起點高存活、高起點低存活、低起點高存活和低起點低存活等四種類型的智能手機生命周期曲線,并分析不同類型生命周期手機的特點。同時,針對不同起點生命周期曲線的手機市場,從手機廠商和消費者、手機廠商和手機廠商兩個角度,利用重復博弈的理論,建立了雙重的重復博弈模型,并通過模型求解得出了手機廠商與消費者、手機廠商與手機廠商之間博弈的納什均衡,并對不同類型生命周期的手機定價提出了意見和建議。
[Abstract]:In recent years, with the advent of the mobile Internet era and the popularity of smart phones, the production and sale of a variety of smart phones has become a major traditional manufacturers and Internet enterprises to grasp the mobile Internet entry, an important way to earn profits. With the success of Xiaomi model, Internet marketing has become the mainstream of smartphone marketing. However, in view of the effect of Internet marketing, how to price the mobile phone reasonably to get the maximum sales volume and profit has become the urgent problem for the smartphone manufacturers to solve. At present, the research literature on mobile phone pricing is still relatively few, and it is mainly confined to the research direction of how to price mobile phones produced and sold through traditional channels. For the current era of mobile Internet, When we need to consider both the number of users and the profit, we should be able to make a reasonable pricing of the phone, which has not been studied by any scholars. This paper analyzes the impact of Internet marketing on mobile phone product life cycle from the point of view of product life cycle and classifies the high starting point and high survival by analyzing the monthly shipments of different types of smartphones obtained from the channel of the agent, and analyzing the impact of Internet marketing on the mobile phone product life cycle from the point of view of product life cycle. The life cycle curves of four types of smartphones, namely, high starting point, low survival and low starting point, are analyzed, and the characteristics of different types of mobile phone are analyzed. At the same time, aiming at the mobile phone market with different starting points of life cycle curve, a double repeated game model is established from the perspectives of mobile phone manufacturer and consumer, mobile phone manufacturer and mobile phone manufacturer, using the theory of repeated game. By solving the model, the Nash equilibrium of the game between the mobile phone manufacturer and the consumer, the mobile phone manufacturer and the mobile phone manufacturer is obtained, and the opinions and suggestions on the mobile phone pricing with different life cycles are put forward.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F224.32
本文編號：2123131
[Abstract]:In recent years, with the advent of the mobile Internet era and the popularity of smart phones, the production and sale of a variety of smart phones has become a major traditional manufacturers and Internet enterprises to grasp the mobile Internet entry, an important way to earn profits. With the success of Xiaomi model, Internet marketing has become the mainstream of smartphone marketing. However, in view of the effect of Internet marketing, how to price the mobile phone reasonably to get the maximum sales volume and profit has become the urgent problem for the smartphone manufacturers to solve. At present, the research literature on mobile phone pricing is still relatively few, and it is mainly confined to the research direction of how to price mobile phones produced and sold through traditional channels. For the current era of mobile Internet, When we need to consider both the number of users and the profit, we should be able to make a reasonable pricing of the phone, which has not been studied by any scholars. This paper analyzes the impact of Internet marketing on mobile phone product life cycle from the point of view of product life cycle and classifies the high starting point and high survival by analyzing the monthly shipments of different types of smartphones obtained from the channel of the agent, and analyzing the impact of Internet marketing on the mobile phone product life cycle from the point of view of product life cycle. The life cycle curves of four types of smartphones, namely, high starting point, low survival and low starting point, are analyzed, and the characteristics of different types of mobile phone are analyzed. At the same time, aiming at the mobile phone market with different starting points of life cycle curve, a double repeated game model is established from the perspectives of mobile phone manufacturer and consumer, mobile phone manufacturer and mobile phone manufacturer, using the theory of repeated game. By solving the model, the Nash equilibrium of the game between the mobile phone manufacturer and the consumer, the mobile phone manufacturer and the mobile phone manufacturer is obtained, and the opinions and suggestions on the mobile phone pricing with different life cycles are put forward.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F224.32
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