有限產能分配下之產品導入與最適定價策略

Abstract

由於科技快速進步與消費者消費型態的轉變，產品生命週期愈來愈短，新產品不斷推陳出新，市面上販售多世代產品現象已成為常態。假設公司生產新產品的資源有限，供應商提供新產品給下游零售商的量因而受到限制，因此廠商需做產能分配規劃，供應商依照第一期的銷售量提供第二期新產品的訂購量，其中產能分配規則包含轉嫁分配(Turn-and-earn Allocation)及固定均分(Fixed Allocation)，而生產舊產品技術成熟，因此產能不受限制。當供應商有兩種不同供應策略時，其中一個為單一產品策略(Single Rollover)，即在第二期供應商只提供新產品讓顧客選擇購買與否，另一個為雙產品策略(Dual Rollover)，即在第二期提供新舊兩世代的產品。本研究假設一供應商在產能限制下需決定使用何種產能分配規則(Capacity Allocation)及產品導入策略（Product Rollovers），亦稱為產品滾動，並建立一個兩階段的賽局模型，每個階段中消費者皆會衡量對產品的願付價格與零售價格間的差異來使效用最大化，並決定是否購買產品，探討策略性消費者的行為會如何影響新舊產品各別的市佔率及零售商定價策略，並使零售商利潤最大化，此外，也會探討在不同參數設定下供應商之最佳策略。

Due to rapid development of technology and the transformation of customers’ consumption habits, many firms launch their new products frequently to capture more market share and increase their profits. However, resources are limited, so new products are allocated under limited capacity. We assume the techniques of manufacturing old products are mature. Thus, they can be produced without capacity. This paper proposes a two-period game theory model. All of the customers are strategic and heterogeneous with respect to their value to of each generational product. This paper mainly studies the case when if one firm has two different rollover strategies, how their decision affects the market pricing and maximizes their profits. The firm sells the old generational products in the first phase no matter which strategy they choose. However, the difference will happen in the second phase. The firm washes out old products when the new products are released, which is called single rollover. On the other hand, the firm simultaneously sells the old generational product at a mark-down price and launches the new product at a fixed price, which is called dual rollover. Based on the above strategies and considering the utility of the consumers, we can forecast the market demand and set the optimal market price to maximize the firm’s profits.