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

摘要：

随着企业创新投入的增加，企业对产品更新换代频率加快。由于上市的新款产品会导致市场中同类产品的市场价值贬值，故消费者对购买的产品预期贬值与实际贬值存在偏差，从而导致失望或欣喜的情绪变化所产生的情绪效用影响其购买决策。考虑一般耐用品的市场价值具有贬值特征以及因贬值产生消费者情绪效用的情况下，通过构建新旧两款产品连续型定价模型，得到了新旧两款产品最优定价以及新款产品最优上市时间。分析得到：上市的新款产品对旧款产品市场价值的冲击影响企业对新款产品的定价；新款产品上市后，旧款产品定价应考虑旧款产品市场价值和新款产品市场贬值率；新款产品上市后，新旧两款产品的最优定价受消费者对产品市场价值贬值预期判断所产生的偏差影响；新款产品的上市定价与旧款产品的定价比值影响新款产品对旧款产品市场价值的冲击特征；新款产品的上市时间应取决于旧款产品的市场价值、市场自然价值贬值率以及消费者的正负情绪落差大小，并且新款产品的最优上市策略由新品的价值决定。

关键词:

情绪效用, 贬值率, 定价, 市场价值