产品速递

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高技术产品特征与产品策略探究

高技术产品具有投入风险收益“三高”的特点、独特的市场需求状况和产品生命周期形态、较高的进入壁垒,并遵循收益递增的规律。基于上述特点,高技术企业应注重产品开发的时效性,尽快建立市场主导地位,强化相关服务产品的经营,形成“渐进式”与“突变式”并重的产品进化模式。     

产品家族化

<正> 产品家族化是指在企业生产的多系列产品中,同系列以及系列之间的产品具有相同特征;不仅仅只是商标相同,而是其造型、颜色、材料等也具有相同的特征。强烈的家族特征会给消费者造成巨大的视觉冲击,留下深刻印象 英国著名的家电制造商KENWOOD,在中国市场推出的一大套厨房家电产品,包括多款打蛋机、咖啡机、榨汁机、三款多士炉、两款食物搅拌机等几十种产品。它们     

考虑产品可替换的再制造产品选择决策

再制造是处理回收产品的一种重要方式.本文研究了一种简单的产品可替换的再制造决策模型,再制造商生产的产品有高质量和低质量两种,高质量的再制造产品数量超过需求量时,可以作为低质量产品的替换品销售.最后通过仿真算例说明了产品可替换策略比不可替换具有优势.     

基于产品族的定制产品生成过程研究

在概述产品族结构构成要素基础上,从营销和工程两个角度描述了共享数据库、差异使能器和配置机制,并针对顾客个性化产品需求,探讨基于产品族的定制产品生成过程,及定制产品的优化配置,最后运用实例说明整个配置过程.     

服务业产品营销与制造业产品营销之比较

服务营销有其自身特有的营销重点和营销环节。本文通过分析服务产品的特点,对服务产品营销和制造业产品营销的共性及差异性进行比较,认为传统的营销组合无法涵盖服务营销的所有领域,提出了服务营销应是传统的营销组合和互动营销以及内部营销的有机结合。     

Production and Sales Planning in Capacitated New Product Introductions

How should a firm with limited capacity introduce a new product? Should it introduce the product as soon as possible or delay introduction to build up inventory? How do the product and market characteristics affect the firm's decisions? To answer such questions, we analyze new product introductions under capacity restrictions using a two‐period model with diffusion‐type demand. Combining marketing and operations management decisions in a stylized model, we optimize the production and sales plans of the firm for a single product. We identify four different introduction policies and show that when the holding cost is low and the capacity is low to moderate, a (partial) build‐up policy is indeed optimal if consumers are sensitive to delay. Under such a policy, the firm (partially) delays the introduction of its product and incurs short‐term backlog costs to manage its future demand and total costs more effectively. However, as either the holding cost or the capacity increases, or consumer sensitivity to delay decreases, the build‐up policy starts to lose its appeal, and instead, the firm prefers an immediate product introduction. We extend our analysis by studying the optimal capacity decision of the firm and show that capacity shortages may be intentional.     

关于企业产品销售量的模糊预测

本文在分析了各种产品销售量预测模型的基础上,提出了采用模糊预测法的建议,剖析了模糊时间序列预测模型的基本算法,应用实例验证了模型的有效性。     

A Dynamic Model of Product Quality and Pricing Decisions on Sales Response

This paper presents a dynamic model that examines the influence of price and customer perception of product quality on the sales rate of a firm producing durable goods. The sales rate of the firm is modeled as a function of its price, average product life, perceived quality, and market potential. Specifically, the model considers: (1) the process by which perceived quality is determined by including the effects of the average life of a product and quality weighted units in the market; (2) the time delay in the influence of actual quality on perceived quality; (3) the process by which demand (i.e., potential sales) is converted to realized sales due to the effects of price and perceived quality; and (4) the saturation effect and associated non-linearity in the demand function. The model presented is a reformulation and extension of the model originally proposed by Bass [2]. The validity of the model is tested using historical data on For Mustang.     

考虑产品体验性和营销努力的分销渠道合作策略研究

有关产品分销渠道合作的研究主要集中在渠道成本、风险规避、消费者公平偏好等方面,较少关注产品本身属性。对于体验性低的产品,消费者在网络渠道就能较为准确判断产品价值。而对于体验性高的产品,网络渠道由于其虚拟性导致消费者不能准确判断产品价值,实体渠道则可以凭借现实产品的体验吸引更多的消费者。但由于线下零售商营销努力的溢出效应,部分消费者在线下体验产品后转移到线上消费,因此有必要从产品体验性和营销努力角度研究多渠道的合作策略。本文从消费者效用角度分析了产品体验性和营销努力对不同渠道需求的影响,基于此研究了制造商和线下零售商的三种分销渠道合作策略,探讨产品体验性和营销努力对不同分销渠道选择的影响：第一种为制造商支持线下零售商实施营销努力的单一合作策略;第二种是在单一合作策略下,制造商与零售商采取价格协调契约的双重合作策略;第三种是制造商与零售商之间进一步引入收益共享契约的多重合作策略。通过对三种合作策略的数值仿真,结果表明：三种合作策略均能有效提高制造商与线下零售商的收益水平,并且产品体验性越低,合作策略作用越显著。制造商在进入市场初期,往往需要快速增加企业价值,此时双重合作策略是最优选择。当市场发展成熟,双重合作策略虽然能够有效提高线下零售商收益,但却减少制造商收益,为了激励制造商支持线下零售商实施营销努力,需要将合作收益再分配,此时多重合作策略是最优选择。     

基于无缺陷退货的网上销售易逝品供应链协调模型

本文针对网上在线销售易逝品的无缺陷退货现象,考虑了供应链的最优订购协调问题。利用一个两阶段动态规划来描述动态市场环境下网上销售商的两次订购行为,在假定在两个销售阶段都发生无缺陷退货现象的前提下,分别建立了集中和分散决策模型,同时设计了价格保护契约以实现供应链的协调运作。最后,利用数值仿真得出了一些重要的管理启示。通过研究发现：（1）当不确定性较大时,网上销售商需要在第1阶段多订购产品以应对需求风险,因此导致了较低的系统期望利润。并且,需求的不确定性越大,供应链协调越有价值。（2）当第1阶段或第2阶段退货率或两阶段退货率都增加时,两个阶段的最优订购量均减小。（3）对于需求波动性较高的产品,顾客的退货率越小或者可服务退货率越大,价值越高（即对供应链系统期望利润的提高越显著）。     

C2C中产品浏览量和销量影响因素的对比研究

产品浏览量和销量决定了网上店铺能否在竞争中取胜.基于中国某大型C2C交易平台,选择化妆品品类中销量最高的10个产品为研究对象;对于每个产品,随机选取交易平台上销售该产品的一部分店铺为样本,并记录产品在每个店铺中的浏览量和销量以及店铺和产品的特征;分别用泊松模型和零膨胀的泊松模型对浏览量和销量进行建模,为了保证参数的可比性,在两个模型中采用相同的自变量,通过贝叶斯方法估计模型的参数.研究结果表明,影响浏览量和销量的因素有很大不同,产品价格、店铺规模(即店铺产品数)、店铺信誉和店铺保障等对浏览量和销量的影响差异较大,为已有研究将网络消费者分为浏览者和购买者提供进一步的理论支持和印证.     

基于产品相关性及研发创新下的销售方式偏好研究

针对零售商捆绑上游多个制造商产品的现状，考察了由两个制造商和一个零售商组成的供应链系统，制造商进行研发投资降低各自产品成本，零售商进行产品销售并选择分开销售还是捆绑销售。考虑制造商研发行为下，探究供应链成员对不同相关性产品销售方式的偏好。研究发现，（1）对于独立产品，系统成员不存在共同的偏好。（2）对于互补产品，并非"一绑就灵"，分开销售会成为系统成员的共同偏好，而非捆绑销售。（3）对于替代产品，并非不能捆绑，感知价值相差处于中间范围的低成本替代产品和感知价值相差较小的高成本替代产品均在捆绑销售下更有利可图。     

Sales Force and Competition in Financial Product Markets: The Case of Mexico's Social Security Privatization

This paper examines how sales force impacts competition and equilibrium prices in the context of a privatized pension market. We use detailed administrative data on fund manager choices and worker characteristics at the inception of Mexico's privatized social security system, where fund managers had to set prices (management fees) at the national level, but could select sales force levels by local geographic areas. We develop and estimate a model of fund manager choice where sales force can increase or decrease customer price sensitivity. We find exposure to sales force lowered price sensitivity, leading to inelastic demand and high equilibrium fees. We simulate oft proposed policy solutions: a supply‐side policy with a competitive government player and a demand‐side policy that increases price elasticity. We find that demand‐side policies are necessary to foster competition in social safety net markets with large segments of inelastic consumers.     

The Effect of Product Variety and Inventory Levels on Retail Store Sales: A Longitudinal Study

We examine the effects of product variety and inventory levels on store sales. Using 4 years of data from stores of a large retailer, we show that increases in product variety and inventory levels are both associated with higher sales. We also show that increasing product variety and inventory levels has an indirect negative effect on store sales through their impact on phantom products—products that are physically present at the store, but only in storage areas where customers cannot find or purchase them. Our study highlights a consequence of increased product variety and inventory levels that has previously been overlooked in studies of retail product variety and inventory management. It also quantifies the impact of phantom products on store sales. In addition, our study provides empirical evidence to support earlier claims that higher product variety and inventory levels lead to an increase in defect rate. We discuss the implications of our findings for retail inventory and assortment planning and for the design of retail stores.     

动态视角下实时评论内容对直播电商商品销量的影响

实时评论是直播电商模式下一种新兴的用户生成内容,近年来,如何利用实时评论独特的动态互动体验提升消费者转化率成为学界和业界的讨论热点。总体看,已有关于实时评论影响效果的研究尚处于起步阶段,实时评论语义内容挖掘的维度仍较为单一,对实时评论内容动态特性的刻画也较为缺乏。从用户生成内容潜在的信息效应和说服效应出发,挖掘实时评论信息丰富度和情感极性两个关键的语义内容维度。基于动态视角刻画商品售卖区间内实时评论的信息丰富度峰值和情感极性峰值两个关键因素,探究其对直播商品销量的影响。构建实证模型,通过工具变量法解决模型内生性问题,并基于抖音平台的直播电商商品销售情况和实时评论数据进行假设验证。利用深度访谈法对实时评论的信息丰富度峰值和情感极性峰值影响消费者购买的心理机制进行分析。研究结果表明,直播电商模式下,实时评论的信息丰富度峰值对商品销量产生正向影响,证实实时评论具有信息效应;实时评论的情感极性峰值对商品销量产生正向影响,证实实时评论具有说服效应。进一步地,实时评论的信息丰富度峰值和情感极性峰值能够影响消费者决策过程中的关键心理状态,如产生关注和产生兴趣,进而推动消费者的购买行为。实时评论信息丰...