本文關鍵詞： 創(chuàng)新擴散 市場進入 定價 產(chǎn)品設計 動態(tài)控制　出處：《中國科學技術大學》2011年碩士論文　論文類型：學位論文

【摘要】：當企業(yè)的創(chuàng)新產(chǎn)品推向市場時,由于市場競爭激烈且產(chǎn)品本身具有一定的生命周期,所以產(chǎn)品在投放市場過程中需要較高的成本,具有很高的風險。因此,創(chuàng)新產(chǎn)品推向市場后,如何讓采用者快速接受便成為一個非常重要的研究問題。這一問題在技術創(chuàng)新管理中已有了很多的研究,例如,創(chuàng)新產(chǎn)品擴散模型即是該領域非常重要的一個研究成果,在學術領域和實業(yè)領域都有著相當廣泛的應用。 創(chuàng)新產(chǎn)品擴散是一個企業(yè)的創(chuàng)新產(chǎn)品從登錄市場后到能被消費者所廣泛采用的一個過程,在此過程中,產(chǎn)品擴散情況好壞會受到很多因素的影響。例如,價格、廣告、質(zhì)量、營銷渠道、促銷以及市場進入時間等�，F(xiàn)今市場競爭尤為激烈,每個企業(yè)更是不斷在利用上述影響因素以占領更多的市場份額或是加快產(chǎn)品擴散速度以獲取更高的利潤。 然而在競爭環(huán)境下,當企業(yè)向未知市場推出新產(chǎn)品時,由于市場需求的不確定性,企業(yè)需要平衡好其較早進入市場帶來的風險和較晚進入市場所丟失的機會,即企業(yè)需要選取合適市場進入時間。同時由于產(chǎn)品進入市場后其價格和需求是相互影響的,價格往往會直接影響產(chǎn)品被顧客接受的程度�，F(xiàn)今這個問題非常普遍,尤其在通過專利權不能控制其他同類企業(yè)進入的市場,諸如消費品市場和新工業(yè)市場等。本文在當前已有的關于市場營銷組合變量對新產(chǎn)品擴散影響的研究基礎上,將以雙寡頭市場為背景,分別從企業(yè)和消費者兩個角度研究新產(chǎn)品市場進入時間和價格的組合策略問題。本文的研究意義在于同時綜合新產(chǎn)品的市場進入時間和定價兩個影響因素,并給出了相關的最優(yōu)組合策略以解決上述問題。本文共四章,主要內(nèi)容如下: 第一章是論文的緒論部分。介紹了新產(chǎn)品擴散中市場進入時間和定價的研究背景和研究意義,總結了該問題的國內(nèi)外研究現(xiàn)狀,最后詳細說明了本文的研究目的、研究內(nèi)容以及主要研究方法,是全文的一個綜述,對本文的主要工作展開一個鋪墊和總結性的開端。 第二章是從企業(yè)角度研究新產(chǎn)品的市場進入時間和價格問題,分析了企業(yè)先動和后動之間的相互關系以及價格與需求之間的互動關系,研究了企業(yè)如何選取自己的新產(chǎn)品市場進入時間和價格的問題。 第三章是從消費者偏好角度來研究新產(chǎn)品的市場進入時間、產(chǎn)品設計以及產(chǎn)品價格問題,主要從產(chǎn)品質(zhì)量和價格劃分不同消費者的偏好區(qū)域,分析了先動和后動對產(chǎn)品質(zhì)量的影響以及質(zhì)量與價格的關系,研究了企業(yè)如何選取自己的新產(chǎn)品市場進入時間、產(chǎn)品設計以及產(chǎn)品價格的問題。 第四章是對全文研究工作進行總結,并對本文工作中的不足之處進行詳細的分析,指出有待于進一步完善的研究工作。 本文的主要創(chuàng)新與工作如下: (1)、在競爭環(huán)境下同時考慮產(chǎn)品市場進入時間和定價對創(chuàng)新產(chǎn)品市場擴散的影響。并且分別從兩個角度給出不同的新產(chǎn)品市場競爭擴散模型,描述新產(chǎn)品在市場中擴散的情況。 (2)、從企業(yè)角度研究了上述兩種影響因素的最優(yōu)組合策略,分析了不同條件下后行者的最優(yōu)市場進入時間;并且在考慮成本學習效應的情況下,給出了兩種需求函數(shù)下的產(chǎn)品最優(yōu)定價形式。 (3)、從消費者角度研究了兩企業(yè)的最優(yōu)產(chǎn)品質(zhì)量設計、后行企業(yè)的最優(yōu)進入時間以及雙方產(chǎn)品最優(yōu)定價的問題,得出了兩企業(yè)的最優(yōu)產(chǎn)品設計、后行企業(yè)的最優(yōu)進入時間以及雙方產(chǎn)品最優(yōu)定價的組合策略的一些規(guī)律,并分析了一些參數(shù)對組合策略的影響。
[Abstract]:When the enterprise innovative products to the market, due to fierce market competition and the product itself has a certain life cycle, so the products in the market in the course of high cost, high risk. Therefore, innovative products to the market, how to make the rapid acceptance has become a very important research problem. This problem has been a lot of research in the technology innovation management for new product diffusion model is a very important research field, has a wide application in the academic field and industrial field.
The diffusion of innovation products is an enterprise product innovation from the market after login to a process can be widely used by consumers, in this process, the product diffusion is affected by many factors. For example, advertising, price, quality, marketing channel, promotion and market entry time. Nowadays, the market competition is particularly fierce and each enterprise is constantly in the use of the above factors to occupy more market share or accelerate the diffusion speed in order to obtain higher profits.
In a competitive environment, when companies introduce new products to the market is unknown, due to the uncertainty of the market demand, the company needs to balance the risks of early market entry into the market and later lost opportunities, enterprises need to select the appropriate time to enter the market. At the same time as the product into the market price and the demand is mutual the influence of price often directly affect the product by the customer acceptance. Today this problem is very common, especially in the patent can not control other similar enterprises to enter the market, such as consumer goods market and the new industrial markets. Based on the current on the marketing mix variables on the diffusion of new products on the basis of that will be the duopoly market as the background, combined strategy respectively into the time and price research from the two angles of enterprises and consumers of new products in the market. The research significance of this paper is to synthesize two influencing factors of new product's market entry time and pricing at the same time, and give the related optimal combination strategy to solve the above problems. The whole paper consists of four chapters, the main contents are as follows:
The first chapter is the introduction part. It introduces the new products diffusion in time to enter the market pricing and the research background and significance, summarizes the research status of the problem at home and abroad, and finally explains the purpose of this research, research contents and research methods, is a summary of the full text, the main work of this a foreshadowing and summary of the beginning.
The second chapter is the study of new products from the angle of enterprises to enter the market price and time problems, analyzed the interaction between enterprises and the relationship between the first move and between price and demand, the paper studies how to select their own new products into the market price and time problem.
The third chapter is to research new products from the angle of time to enter the market of consumer preferences, product design and product price, mainly from the quality and price of products is divided into different consumer preferences, analysis of the first move and after dynamic influence on the quality of the products and the relationship between quality and price, the paper studies how to select their own new products time to enter the market, product design and product prices.
The fourth chapter summarizes the research work in this paper, and makes detailed analysis of the shortcomings in this work, pointing out the further research work that needs further improvement.
The main innovations and work of this article are as follows:
(1) considering the impact of product market entry time and pricing on the diffusion of innovative products in the competitive environment, we also give two new models of market competition and diffusion from different angles, and describe the diffusion of new products in the market.
(2) from the perspective of enterprises, the optimal combination strategies of the above two factors are studied, and the optimal market entry time of different travelers under different conditions is analyzed. And considering the cost learning effect, the optimal pricing form of two kinds of demand functions is given.
(3), from the perspective of consumers on the quality of the optimal design of products of two enterprises, in time and on both sides of the issue of optimal optimal product pricing by enterprises, two enterprises to obtain the optimal product design, after the enterprise enters the time optimal and some rules of combination strategy for both the optimal product pricing, and analyzes the influence of some parameters of the combination strategy.

【學位授予單位】：中國科學技術大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F274;F224

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