摘要
企业为了短时间同时满足消费者对新奇产品的需求与防范竞争者原本的市场份额需要,在生产成本、资本分配决策、技术研发等条件的限制下,企业选择利用不断地产品改良取代旧型产品,因此上市一系列改进性的准新产品来降低风险并强化本身的竞争力。它不是个完全创新所产生的产品,而是由原来已经有的产品做不同程度上的改进。已经拥有前代产品的消费者在决定是否替换既有产品时,会受到企业推出准新产品所使用的上市策略所影响,包括准新产品功能的改变、新旧两代产品之间的时间间隔,以及让消费者接受的价格。
准新产品不断地上市,有些成功地被消费者接受,但有些却不是那么成功。然而在现实生活中,接受新产品不一定代表着处理掉旧产品,在同一个产品类别中,同时拥有多个产品也是有可能的。准新产品的上市会让现有消费者思考是否购买新产品或淘汰既有产品,所以两者应该被视为独立的两个维度。另外,在准备度的概念上,本研究认为消费者在购买准新产品及处置既有产品上的动机与能力亦会影响消费者对准新产品替换意愿。目前中国这个不成熟市场的智能手机用户数高居全球第二位,本研究选择智能手机作为目标产品,来了解其上市策略如何影响持有现有产品消费者的替换意愿。
Companies introduce successive generations of upgraded products for a short time to meet consumer's demand and to remain competitive. This kind of next-generation product is not a completely innovative product, but by the existing products to do varying degrees of improvement. The upgrade decision of Consumers who already own an existing product and consider upgrading to a next-generation product differs from companies'market strategy, including changes of product features, the interval between the old and the new generation of products, and prices.
As technology advances, companies keep introducing upgraded products. However, some upgraded products are successfully accepted by consumers, but some do not. In reality, accepting new product does not necessarily means equivalent to rejecting old product. Multiple products ownership in one category is possible. This study proposes that new product adoption and old product disposition should be served as two separate constructs. Based on the theory of "readiness", this study considers that there exist two kinds of comsumer readiness:readiness to accept and readiness to reject, which is composed of comsumer's motivation and ability, as the mediators to affect consumer's behavioral intention. Today the number of smartphone users in China is the second largest in the world. Therefore, this study selects Smartphone as a target product, to discuss how launch strategy of upgraded product affects consumers'willingness to replace existing products.
引文
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