基于企业技术水平的改进型新产品最优上市时间研究

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英文篇名：Optimal timing on introduction new generation products with the different technical level of the enterprise 作者：李佩 ; 魏航 英文作者：LI Pei;WEI Hang;School of Business Administration,Shanghai Lixin University of Accounting and Finance;School of International Business Administration,Shanghai University of Finance & Economics; 关键词：技术水平差异 ; 需求转移 ; 改进型新产品 ; 上市时间 英文关键词：The difference of technique level;;Demand transfer;;New generation product;;Time-to-market 中文刊名：GLGU 英文刊名：Journal of Industrial Engineering and Engineering Management 机构：上海立信会计金融学院工商管理学院;上海财经大学国际工商管理学院; 出版日期：2018-09-29 15:24 出版单位：管理工程学报 年：2019 期：v.33;No.126 基金：国家自然科学基金资助项目(71272016、71571114);; 上海财经大学优秀博士论文培育基金资助 语种：中文; 页：GLGU201901015 页数：15 CN：01 ISSN：33-1136/N 分类号：149-163

摘要

技术进步推动新产品以更快速度进入市场,为了更迅速的抢占市场,企业往往会选择推出老产品的改进型新产品,以完成产品更新换代。由于企业所面临的市场环境大多并非完全垄断,这就使得新老产品更新换代往往会受到竞争企业相对技术水平的影响。基于此,在考虑企业之间不同相对技术水平的基础上,研究了改进型新产品最优上市时间使得企业在有限的产品生命周期内利润最大化。首先,对改进型新产品上市的相关问题进行描述,利用Bass模型构建企业新老两代产品需求模型。其次,给出了在双寡头垄断情况下,企业分别处于技术水平相当、技术跟随者和技术领先者时改进型新产品最优上市时间,并分析了市场潜力、需求转移率、产品生命周期等因素对改进型新产品最优上市时间的影响。最后,对比分析了企业之间相对技术水平不同对改进型新产品最优上市时间的影响。
        Technological progress promotes new products to enter the market faster. In order to seize the market in a more efficient manner, companies often choose to launch new generation products. Because most of the market environment faced by enterprises is not monopolistic, the replacement of old with new products is often affected by the relative technological level between enterprises. This paper considers technical level difference between different enterprises, and then researches on the decision of time-to-market to maximize profit within a fixed life cycle. Firstly, this paper describes some issues related to new generation products. In addition, this paper uses time-to-market and bass model to construct demand model about the old and new generations of products. Secondly, this paper considers technical level difference between different enterprises, researches the optimal time-to-market for the new product in duopoly monopoly market, and analyzes the relationships among the optimal time-to-market, market potential, demand transfer rate, and product life cycle. Finally, this paper analyzes the influence of the difference between the relative technical levels of enterprises on the optimal time-to-market. The results are summarized as follows: 1) Under certain conditions, when the technical level of the enterprise is equal, the optimal time-to-market of the new product is improved with the increase of market potential 2m and demand transfer rate 12 k. With the increase of market potential 0m, demand transfer rate 02 k, and products zero accounts for the proportion of total market demand ?, and product life cycle T is postponed. 2) When an enterprise is a technology follower, the optimal time-to-market for the new product is increased with the increase of demand transfer rate 02 k and 12 k. 3) When an enterprise is a technology leader, the optimal time-to-market for the new product is increased with the increase of demand transfer rate 10 k. 4) When considering only the transfer of demand from the technical level of the product, technological level differences in demand transfer and product price have impact on the optimal time-to-market for the new product. 5) When considering only the influence of price influence coefficient between products on the potential demand of the product, the optimal time-to-market for the new product is the same for both technology follower and technology leader. When market potential 0m is small, the optimal time-to-market for new products with the same technical level between enterprises is later than technology follower and leader. This article assumes that the firm will introduce single new product, but some firms will introduce two products with technical level differences at the same time. Therefore, future researchers may consider this situation.

引文

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    (1)http://finance.ifeng.com/a/20160829/14821328_0.shtml。
    (2)http://money.163.com/16/0804/09/BTK75EIU00253B0H.html。
    (1)本文选取企业A产品0和企业B产品1同时在市场的某个时间点作为研究的起点。
    (1)杨敬辉,武春友认为新一代产品除了开辟新的市场需求外,还将占有前一代产品的部分市场份额,见参考文献[22]。
    (2)创新型消费者对技术创新有较强敏感度,这类消费群体容易转向购买更高技术水平的产品;价格型消费者对价格有较强敏感性,这类消费群体更侧重于根据价格来选择产品。
    (3)例如苹果公司的iphone系列手机,其各代产品的上市价格、官网的发售时间长度基本相同。
    (1)根据假设2,改进型新产品上市后,产品1的需求为(1-β)y0(t)+ρ12p2(t-ts*)。
    (1)产品1的需求包括产品0转移给产品1的需求、产品1自身产品特性所创造的需求,即为k01(y0(t)+ρ01p1(t))+y1(t)+ρ12p2(t-t*F)。
    (1)0~t*L时间内,产品1的需求受产品0价格的影响,需求为:yr(t)+ρ10p0(t)。
    (2)t*L~ T时间内,产品1的需求受价格的影响,且部分需求转移给产品0 ,需求为(1-k10)(y1(t)+ρ10p0(t)+ρ12p2(t-t*L))。