文献类型：期刊文献

中文题名：新旧产品共存情形下的新产品销售策略研究

英文题名：Research on New Product Sales Strategy when Enterprises Sell Old and New Products Together

作者：李琳[1];董琳[1]

机构：[1]华东理工大学商学院物流与供应链管理研究所,上海200237

年份：2023

卷号：28

期号：5

起止页码：140

中文期刊名：工业工程与管理

外文期刊名：Industrial Engineering and Management

收录：CSTPCD;;北大核心:【北大核心2020】；CSCD:【CSCD_E2023_2024】；

基金：国家自然科学基金项目(72032001,71972071,72171085);基本科研业务专项基金(JKN022023001)。

语种：中文

中文关键词：预售;新产品;旧产品;新产品偏好;预售偏好

外文关键词：presale;new products;old products;new product preference;presale preference

摘要：考虑了新旧产品共存时受产品间影响以及销售方式间影响的新产品销售策略问题,引入新产品偏好因子和预售偏好因子,以新产品不实施预售的定价决策模型为基础,构建不同偏好因子组合下新产品“预售+现货”的定价决策模型。结果表明:新产品预售在一定程度上会挤压旧产品的市场份额,扩大新产品的市场空间,给企业带来明显的利润增加;不同的消费者偏好因子组合会对企业定价策略、市场需求以及相应利润产生不同影响,并分别在新产品的市场开拓和现货订单的提前购买方面产生不同效果;从企业总利润出发,企业并不需要一味追求产品偏好因子和预售偏好因子的提升。
The new product sales strategy was investigated when the old and new products coexisted,where introducing new product preference factors and presale preference factors were to describe influences between products and between sales methods. Based on the pricing decision model of new products without presale,new decision models with presale and spot sale were constructed under different combinations of preference factors. The results show that preselling new products squeezes the market share of old products and expands the market space for new products. And this will bring a significant profit increase to enterprises. Furthermore,different combinations of consumer preference factors have different effects on the pricing strategy,market demand,and profits. Also,it has different effects on the market expansion of new products and advanced purchases. In this case,enterprises do not need to blindly pursue the promotion of product preference factor and presale preference factor.