基于行为的新产品研发、试销策略研究

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1、AbstractConsideringtheimpactposedbyprocessfairnesspreferenceofretaileronnewproductpricingstrategyofmanufactureandinordertoincreasethepossibilityoflaunchingasuccessfulR&Dfornewproduct,thispapermadearesearchoncooperationmechanismdesignofR&Dandpricingstrategyfornewprod

2、uctinatwo-levelsupplychainwhichcontainsonemanufacture(supplier)andoneretailer.Thispaperfoundthattheoptimalwholesalepriceofnewproductwouldincreasewithalagercoefficientofretailer^processfairnesspreferenceandherparticipationlevel,meanwhile,theperformanceofmanufacture,r

3、etailerandsupplychainwouldallbetter-offwiththeincreasingcommitmentlevelofmanufactureandcoefficientofretailer'sprocessfairnesspreference,andalsothesupplychainwouldgetParetodominanceifmanufacturecommitscompletely.ThepossibilityoflaunchingasuccessfulR&Dfornewproductand

4、theperformanceofsupplychainwouldbeelevatedifmanufactureselectsR&Dmanagerwithlowercoefficientofprocessfairnesspreference,newproductcooperationprojectwithhigherprofit,strategiccooperatorsofR&Dwithhighercoefficientofprocessfairnesspreferenceandperformanceofsupplychainw

5、ouldgetParetorefinement.Thispaperalsostudiesanewproducttestingprobleminatwo-levelsupplychainandtestingisusedasamethodtosolveGalbraith，sInformationGapinnewproductpromotionprocess.Thisresearchfoundthatifthelevelofuncertaintyofnewproductmarketisrelativelyhightheretaile

6、rwouldliketoreportrealinformationoftesting,whileiftheotherwisetheretailercouldreportfakeinformationoftesting・Whentheretailerhasachancetolieaboutthetesting,themanufacturecangettherealinformationbypayinginformationrentandthehigherthediscountrateoftheretailerholdsthehi

7、ghertheinformationrentwouldbe.Meanwhile,thispaperstudiestheimpactofinformationsharingonnewproductpromotionfromtheprospectiveofNetworkExternalitiesandtheresultshowsthatinformationsharingplaysasignificantpositiveroleinnewproductpromotion.Intheend,thispaperfindsthattes

8、tingwouldbetteroffthepromotionofup-levelandmiddle-levelnewproductandthemonopolymarketisbetterfortestingnewproductthanoligopolymarket.Keywo