社会化学习下成本递减型产品的销售策略研究
首发时间:2020-06-15
摘要:移动互联网时代下消费者的决策广泛存在着社会化学习行为,同时成本递减效应在产品生产过程中普遍存在,其中又以技术进步驱动为代表的外生性成本递减尤为显著,本文构建了一个两阶段博弈模型,探究当同时考虑需求侧存在社会化学习效应和供给侧存在生产成本递减现象时厂商与策略性消费者两期中的决策行为。研究表明:(1)当考虑技术进步作用下的外生性成本递减时,技术进步程度与初始成本情况共同决定了厂商的两种单期发布策略,即预先发布策略(仅在第一期发布)与滞后发布策略(仅在第二期发布)。(2)第二期的产品最优定价策略存在一个社会化学习强度的阈值形式,且这个阈值随技术进步水平增强而变大,同时产品发布时机的初始成本选择条件存在低、中、高、超高四种情形。(3)厂商的最优利润受到社会化学习强度、成本递减程度及产品初始成本的共同影响。
关键词: 应用经济学 产品创新 社会化学习 成本递减 技术进步
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The sales strategy considering cost decrease under social learning
Abstract:In the era of mobile Internet, social decision-making behaviors are widespread in consumers\' decisions. At the same time, the cost-decreasing effect is common in the production process of products. Among them, the exogenous cost reduction represented by technological progress is particularly significant. This paper builds a two-stage The game model explores the decision-making behavior of manufacturers and strategic consumers when considering the social learning effect on the demand side and the diminishing production costs on the supply side. The research shows that: (1) When considering the diminishing exogenous costs under the effect of technological progress, the degree of technological progress and the initial cost jointly determine the two single-issue release strategies of the manufacturer, namely the pre-release strategy (only released in the first phase) With a delayed release strategy (only released in the second issue). (2) There is a threshold form of social learning intensity for the optimal pricing strategy of the second phase of the product, and this threshold becomes larger as the level of technological progress increases. At the same time, the initial cost selection conditions for product release timing are low, medium and high. Four cases of super high. (3) The optimal profit of a manufacturer is influenced by the intensity of social learning, the degree of diminishing costs, and the initial cost of the product.
Keywords: appliedeconomics product innovation social learning cost reduction technology advancement
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