Abstract:

Driven by consumer strategic behavior and enterprise cost reduction, this paper developed dynamic game models of two kinds of vertically differentiated product introduction strategies, i.e., the decreasing quality strategy and the increasing quality strategy, and discussed the optimal strategy and implementation conditions of the enterprise. The results demonstrate that when the cost reduction is small, the increasing quality strategy is optimal for the enterprise. However, the decreasing quality strategy can effectively alleviate the  delayed purchase behavior of consumers when the product quality difference is limited and the cost reduction is large. Furthermore, this paper also considered the mixed consumers and fixed investment for cost reduction, respectively. It concludes that the decreasing quality strategy is always the best choice in the mixed market. The intrinsic relationship between sales revenue and the total cost in period 1 depends on the fixed investment cost, product quality difference, the degree of consumer strategy, and the magnitude of cost reduction.

Key words:

strategic consumer, vertically differential product, introduction strategy, cost reduction

摘要：

在消费者策略行为与企业成本削减的双重驱动下，分别建立了质量递减型和质量递增型两种垂直差异化产品投放策略的动态博弈模型，并探讨了企业的最优策略及实施条件。研究表明，当成本削减幅度较小时，递增型策略是企业的最优选择；当产品质量差异程度有限且成本削减幅度较大时，递减型策略可以有效缓解消费者的延迟购买行为。此外，还分别考虑了混合型消费者以及成本削减的固定投资，并发现当短视型消费者和策略型消费者同时存在时，递减型策略始终是企业的最优选择。第1阶段销售收入与同时期总成本的内在关系不仅取决于固定投资成本，而且还受到产品质量差异程度、消费者策略程度以及成本削减幅度的影响。

关键词:

策略型消费者, 垂直差异化产品, 投放策略, 成本削减