摘要
以系统动力学建模为研究方法,通过仿真研究模拟创新企业进入市场后的市场需求变化和收益情况,特别分析了当企业的决策目标分别为产品销量最大或产品收益最大两种情景下的运营策略。模型探讨了包括消费者犹豫行为和消费者对产品打折销售的心理预期两种不同消费者行为偏好对企业运营策略的影响。结果表明:模仿创新企业以追求产品销售最大化为目标时,其最优的运营策略为尽早打折和较大的价格折扣;而当模仿创新企业追求收益最大化时,其最优的运营策略是不打折。当消费者存在产品打折的心理预期时,企业通过推后打折时间,既满足消费者的心理预期,还能获得更多的产品收益。
The entry timing decision and pricing strategies have become increasingly important for imitative enterprises due to competitive market environment.To address these problems,a system dynamics modeling approach was proposed.Using this method,demand and profit of the imitative enterprise under the duopoly market were calculated by simulations of the system dynamics model.Two objectives for the imitative enterprise were discussed.One is to maximize the sales,and the other is to maximize the profit.In the model,two kinds of consumer behaviors were considered:the hesitant behavior before purchasing the product,and the expectation for future price’s discount.The simulation results revealed that the optimal operation strategies for those targeting market share are to discount the product once entering the market.By contrast,if the imitative enterprises pursue maximizing their profits,the optimal strategies are not to discount the product.Moreover,if price discounted is a common knowledge,the imitative enterprises will benefit from delay price discount.
作者
李锋
余菡
LI Feng;YU Han(School of Business Administration,South China University of Technology,Guangzhou 510640,China)
出处
《工业工程》
北大核心
2020年第5期11-21,95,共12页
Industrial Engineering Journal
基金
国家自然科学基金资助项目(71572070)。
