免费更换策略下耐用品垄断厂商的定价研究

耐用品厂商向消费者提供一定时间期限的免费更换服务已成为一种市场销售策略.免费更换服务期限和所需的更换成本又影响着耐用品的销售价格和销售量.针对耐用品厂商提供免费更换服务的情况,通过建立动态决策模型利用最优控制理论研究垄断厂商有关耐用品最优定价和免费更换服务期限等问题.研究得到:免费更换服务期越长,耐用品最优销售价格越高,而耐用品最优销售量越低;在以最优价格销售耐用品时,免费更换服务期和更换成本均与产品耐用度成正比例关系.

Research on Durable Goods Pricing for Monopolist Under Free Replacement Service

It is a marketing strategy that manufacturer promises consumers who purchase durable goods replace failure products within a certain period for free.While,the service period and service cost of replacement for free has a great influence on the pricing decision and sales of duable goods.Bulides a dynamic decision model and uses the method of optimal control to research the optimal pricing and free replacement service period of the durable goods,under the circumstance that durable goods manufacturer provides free replacement service in the process of selling durable goods.The conclusion is:the longer the free replacement service period,the optimal sale price of the durable goods is higher and the sales of the durable goods is lower the optimal sales durable goods.If durable goods is sold at the optimal price,the higher the replacement for free cost is,and the higher the durability of the durable goods is,the free replacement service period is longer.