焕新计划下考虑消费者细分的产品定价策略

焕新计划是生产商为提升自身竞争优势而推出的一种促销手段，加入焕新计划的消费者在第一阶段可以享受全方位服务，在第二阶段可以享受以旧换新抵扣优惠。消费者将权衡加入焕新计划的费用、服务水平以及抵扣力度等因素决策是否在第一阶段加入焕新计划。本文假设时尚型消费者每阶段都会购买最新产品，而节俭型消费者第一阶段购买产品后在第二阶段继续使用，针对这两类消费者在实施焕新计划和不实施焕新计划两种情况下，构建两阶段模型以决策产品的最优定价；运用解析方法分析了产品的生产成本等参数对最优定价的影响；运用解析方法和数值算例方法对两模型进行对比。

Product Pricing Strategy Considering Consumer Segmentation under the Upgrade Program

To entice repeat purchases of successive-generation products, many firms usually offer trade-in programs that allow buyers of the old generation product to purchase the new generation product at a discounted price by trading in the old product. More recently, a new typical upgrade program has arisen in the market under which consumers can trade in used products and meanwhile receive a full service beyond the base warranty one. For example, Apple Inc. has launched an upgrade program “Apple Care + ” in 2016. As consumers become more strategic in planning their purchases of the current and new generation products, the pricing decision of successive generations of product becomes more complicated because a multitude of factors affect a consumer’s purchasing decision. To fill this gap, a mathematical model in which a monopolistic manufacturer sells the first generation product in the first period and the second generation product in the second period is developed; however, the firm offers an upgrade program that customers can participate in when purchasing the first generation product in the first period. To participate, each customer has to pay a nonrefundable fee in the first period so that he is eligible to obtain a full service in the first period and has the option to trade-in her first generation product the second generation at a discounted price in the second period. It is supposed there are two types of consumers in the market and the valuation of the same product among fashionable customers are lower than that among economical consumers. Fashionable consumers always replace the latest products at each stage, while the economical consumers buy current products in the first stage and continue to use them in the second stage. By analyzing a two-period game, the optimal prices of current and new generation and optimal purchasing behaviors of each type of customers are determined. The Analytic solution analysis reveals that the product prices are affected by the fee to participate in the upgrade program, the trade-in discount parameter and the innovation level of the new generation product when implementing the upgrade program. Compared with the non-implementing the upgrade program, the demand for economical consumers get higher with the higher trade-in discount parameter, and the demand for fashionable consumers get higher with the lower recycling price of the secondary market. It is also derived from numerical analysis that upgrade program can benefit the manufacture when the fee to participate in, service level and the discount parameter are within a specific range. A theoretical fundament for the future research is set, and some managerial insights for enterprises when offering the upgrade program are provided.