| 新产品定价决策的影响因素分析 |
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| 引用本文： | 蒋紫艳,赵军. 新产品定价决策的影响因素分析[J]. 运筹与管理, 2015, 24(4): 240-245. DOI: 10.12005/orms.2015.0145 |
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| 作者姓名： | 蒋紫艳 赵军 |
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| 作者单位： | 1.上海交通大学 安泰经济与管理学院,上海 200052;2.宁夏大学 经济管理学院,宁夏 银川 750021 |
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| 摘 要： | 新产品的成功销售取决于两个重要的因素:一是具有生产特性的工程变量,比如产品的可靠性水平;一是具有市场特征的影响因素,比如价格和保障机制。为了实现收益,制造商必须认真审视价格、产品可靠性和保障机制的选择。因此,本文将价格作为外生变量,将保障机制与可靠性作为决策变量,建立了以最大化为目标的收益模型,分析可靠性与保障机制的最优策略。另外,探讨当不同变量的敏感性参数发生变化时,最优保障机制与产品可靠性的变化规律。最后,通过算例分析收益函数的基本特性,结论显示消费者总是从产品保障机制的信号中判断产品的可靠性水平,这对新产品销售有一定的借鉴意义。
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| 关 键 词： | 企业管理 定价 确定性线性规划方法 保障机制 可靠性水平 |
| 收稿时间： | 2013-12-18 |
Analysis Factors Influencing Pricing Decision of New Products |
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| JIANG Zi-yan,ZHAO Jun. Analysis Factors Influencing Pricing Decision of New Products[J]. Operations Research and Management Science, 2015, 24(4): 240-245. DOI: 10.12005/orms.2015.0145 |
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| Authors: | JIANG Zi-yan ZHAO Jun |
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| Affiliation: | 1.Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200052, China;2.School of Economics & Management, Ningxia University, Yinchuan 750021, China |
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| Abstract: | The sales of new product depend on two important factors: one is the engineering variables with production characteristics, such as the level of reliability; the other one is the market factors, such as price and warranty policy. A higher reliability results in a higher manufacturing cost and higher sale price. Consumers are willing to gain a higher reliability only if the price may be higher. They often judge the level of products reliability by the information of warranty policy, in order to decide whether to buy or not. Manufacturer increases demand by establishing better warranty strategy, but at the same time bears additional costs. Therefore, with price as the exogenous variable, the paper proposes a model to determine the optimal product reliability and warranty strategies which are decision variables, for the maximum benefit. Moreover, when the sensitivity parameters of the different variables change, the model will discuss the regulation of the optimal warranties strategy and product reliability. Finally, the example analyses the basic characteristics of the revenue function. The conclusion shows that consumers always judge the reliability level of products from the signal of warranty policy, which is significant for selling new products. |
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| Keywords: | enterprise management pricing choice deterministie linear programming method warranty policy level of reliability |
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