关键词:

情绪效用, 贬值率, 定价, 市场价值

Abstract:

With the increase of enterprise innovation input, the frequency of product upgrading is accelerated. Since new products on the market will lead to the depreciation of the market value of similar products in the market, the deviation between the expected depreciation and the actual depreciation of the purchased products will lead to the emotional change of disappointment or joy, and the emotional utility will affect their purchasing decisions. In this paper, considering that the market value of general durable goods has the characteristics of depreciation and the consumer emotional utility caused by depreciation, by constructing the continuous pricing model of the new and old products, the optimal pricing of the new and old products and the optimal time to market of the new products were studied. The analysis shows that the impact of new products on the market value of old products affects the pricing of new products. After the new product is launched, the pricing of the old product shall take into account the market value of the old product and the market discount rate of the new product. After the new product is launched, the optimal pricing of the new and old products is affected by the deviation of consumers’ expectation of the depreciation of the product market value. The ratio between the listing price of the new product and the pricing of the old product affects the impact of the new product on the market value of the old product. The launch time of the new product should be determined by the market value of the old product, the derogation rate of the natural value of the market, and the gap between the positive and negative emotions of consumers. In addition, the optimal launch strategy of the new product is determined by the value of the new product.

Key words:

emotional utility, depreciation rate, pricing, market value