考量永續產品導入決策之最適廣告投入與定價策略

Abstract

當代永續潮流與數位媒體的蓬勃發展，適當的產品導入策略需要更深入的分析與理解。現今數位廣告發展興盛但仍然缺乏明確的監管機制，尤其是串流媒體上的影音廣告遇上容易抹上漂綠之疑的永續產品時，消費者更容易感到疑慮。因此本研究涵括永續產品廣告宣傳之疑慮特性，並在數位廣告可精準行銷之前提下考慮對永續產品偏好相異之兩種消費者族群，以區分兩種目標市場。使用賽局理論作為研究方法，深入探討當商家欲發展新一代具有永續特性之產品，搭配數位化廣告作為行銷方法以對準目標市場時，該採取何種產品導入策略以及最適定價與廣告投入程度為何。 本研究建構相應的動態賽局進行求解，歸納出六種決策情境，分別為：目標市場瞄準偏好永續產品之消費者時的三種情境與不偏好永續產品之消費者之三種情境。情境類別除單一產品導入與雙產品導入外，亦依據市場需求結構，將市場中同時出現新產品與舊產品時之雙產品導入決策情境再區分出兩種新產品定價情境：新產品低價滲透策略或高價吸脂策略，並分別計算所有情境，分析求找出最佳定價方案與導入策略。 分析結果發現，廣告可作為調節市場動態之因子，當瞄準偏好永續產品之消費者族群時，若新產品成本較低，只服務新產品需求的獲利性最高，但在新產品成本高昂之特定情境中，最佳導入策略為雙產品導入，且新產品應符合高價吸脂策略。本研究發現隨著消費者的永續產品偏好上升，最佳產品導入策略會從單一產品導入最佳變化為雙產品，又再變為單一產品導入。若目標市場瞄準不偏好永續產品之消費者族群時，單一產品導入決策獲利能力最高，但當消費者之永續產品偏好極低時反而應該推行雙產品導入策略。

Contemporary sustainability trends and the rapid development of digital media necessitate a deeper analysis and understanding of appropriate product rollover strategies. Despite the flourishing growth of digital advertising, there remains a lack of clear regulatory mechanisms. This is particularly true for video advertisements on streaming media, where sustainable products often face accusations of greenwashing, leading to consumer skepticism. This study incorporates the concerns surrounding the advertising of sustainable products and, under the premise of precision marketing through digital advertisements, considers two consumer groups with differing preferences for sustainable products to distinguish two target markets. Using game theory as the research method, the study delves into the optimal product rollover strategies, pricing, and advertising effort levels when businesses aim to develop a new generation of sustainable products and use digital advertising as a marketing approach to target specific markets. This research constructs a corresponding dynamic game for analysis, summarizing six decision-making scenarios: three scenarios targeting consumers who prefer sustainable products and three targeting those who do not. The scenarios include single product rollover and dual product rollover, further subdivided dual rollover decision into two new product pricing strategies: penetration and skimming, depending on market demand structure when both new and old products coexist. Each scenario is calculated to find the optimal pricing plan and introduction strategy. The analysis results reveal that advertising can serve as a moderating factor in market dynamics. When targeting consumers who prefer sustainable products, if the cost of the new product is low, serving only the new product yields the highest profitability. However, in specific situations with high new product costs, the optimal strategy is dual product introduction, with the new product adopting a skimming strategy. The study finds that as consumer preference for sustainable products increases, the optimal product rollover strategy transitions from single product introduction to dual product introduction and then back to single product introduction. Conversely, when targeting consumers who do not prefer sustainable products, single product introduction is most profitable, but when consumer preference for sustainable products is extremely low, a dual product introduction strategy should be adopted.