创新产品和标准产品差异化定价博弈.pdf

青岛大学硕士学位论文创新产品与标准产品的差异化定价博弈姓名:刘晶申请学位级别:硕士专业:管理科学与工程指导教师:孙利辉;王军 20090607 摘要当市场中同时存在创新产品与标准产品时,消费者会根据产品的价格和价值差异选择购买何种产品,此时,合理进行产品定价就成为生产商关注的一个重要问题。若两种产品由不同生产商提供,创新产品和标准产品之间是一种完全竞争的关系;若两种产品由同一生产商提供,对不同品牌而言,企业既要实现各品牌的市场成功又要保证总体利润最大化,产品之间是一种既合作又竞争的关系;对于同一品牌而言,创新产品是对标准产品的补充和扩展,产品之间是一种互补合作的关系。本文分析了以上三种情况下创新产品与标准产品的博弈定价问题,探讨了企业对创新产品和标准产品的价格策略的选择,并讨论了创新率的变化对产品价格和产品需求的影响趋势。主要包含以下研究内容: ,标准产品生产商作为追随者时,生产同质的创新产品和标准产品的生产商的博弈定价问题,给出了价格博弈模型的相关假设,并讨论了不同成本水平下创新率的变化对均衡价格的影响。 ,不同品牌间创新产品与标准产品的博弈定价问题, 以各品牌利益最大化为目标,讨论了如何由创新产品的创新率确定两种产品的均衡价格。,同一品牌的创新产品与标准产品的博弈定价问题, 讨论了创新率的变化对均衡价格和企业利润的影响,探讨了在寻求企业利润最大化目标时,企业应选择何种程度的创新。关键词:产品创新;产品差异化;产品定价;价格博弈 Abstract When new product appears inthemarket,consumers make theirchoice based on the differences ofprice and value between new product how toprice the two es animportant problem tomanufacturers. Ifthetwoproducts supplied by different manuIfacturers,they enter petition with each supplied by one and thesame manufacturer,this problem can bedecided intotwo differentbrands,the manufacturer must achieve ess on the market for each brand,meanwhile,it has tomaximize profits pany,SO the twoproducts,while cooperating with each other,ate peting with one another. Forthesame brand。new product iS an addition toand expantion oforiginalproduct,the two products cooperate and support each other toachieve thesame goal. This paper analyses the problem ofproduct pricing based on the three different conditions,obtains theoptimum strategy for new product andoriginal product,and discusses theinfluence on equilibrium price and demand ofthe main work of thispaper is asfollows: First,based on hypothises of thepricing model,when the two products supplied by differentmanufacturers,as new product takesthelead,thispaper studies thepricing equilibria between new product andoriginal product under petition model. Second,when the two products supplied by dif