管理评论

管理评论 ›› 2026, Vol. 38 ›› Issue (1): 208-220.

• 运营与供应链管理 • 上一篇    

考虑消费者异质性偏好的服务型制造产品定价与市场投入时机研究

赵宏丽1,2, 赵海峰1,2, 刘宏笪1,2, 张颖1,2, 李晨阳1,2   

  1. 1. 同济大学经济与管理学院, 上海 200092;
    2. 服务型制造创新与研究中心, 上海 200092
  • 收稿日期:2024-05-10 发布日期:2026-02-10
  • 作者简介:赵宏丽,同济大学经济与管理学院博士研究生;赵海峰,同济大学经济与管理学院教授,博士生导师,博士;刘宏笪(通讯作者),同济大学经济与管理学院博士研究生;张颖,同济大学经济与管理学院博士研究生;李晨阳,同济大学经济与管理学院博士研究生。
  • 基金资助:
    国家自然科学基金面上项目(71972145); 国家社会科学基金一般项目(23BJY085)

Research on the Pricing and Market Entry Timing of Service-oriented Manufacturing Products Considering Consumer Heterogeneous Preferences

Zhao Hongli1,2, Zhao Haifeng1,2, Liu Hongda1,2, Zhang Ying1,2, Li Chenyang1,2   

  1. 1. School of Management and Economics, Tongji University, Shanghai 200092;
    2. Service-oriented Manufacturing Innovation and Research Center, Shanghai 200092
  • Received:2024-05-10 Published:2026-02-10

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摘要： 针对服务型制造产品具有实物产品和无形服务的双重属性，及其市场价值依赖于异质性消费者效应感知的特性，本文在界定消费者对产品价格和服务属性具有显著性偏好的基础上，划分由定价策略(统一定价(UP)和基于行为的定价(BBP))以及决策顺序(主导、同时和追随)组合下的6种决策情形，构建服务型制造与传统制造商的竞争决策模型，探讨了服务型制造产品定价与市场投入时机问题。研究结果表明：①一定条件下，服务型制造商采取BBP策略优于UP策略，且相较于价格敏感型消费者，服务型制造商会对服务敏感型消费者实施价格溢价。②在BBP策略中，服务型制造商的定价与服务敏感型消费者的价格/服务偏好度占比呈负相关关系；而与价格敏感型消费者的价格/服务偏好度占比呈U型关系。③不论实施UP还是BBP策略，服务型制造产品进入市场的不同时机总会影响服务型制造商的利润、市场需求和服务要素投入水平，其中，服务型制造产品在传统制造产品推入市场后，再进入市场的决策时机最优。

关键词: 服务型制造, 异质性偏好, 定价, 决策时机

Abstract: Considering the nature of service-oriented manufactured(SOM) products as both tangible products and intangible services and the fact that SOM products' market value depends on consumers' perceptual effects, this paper, based on the division of heterogeneous consumer preferences, constructs a pricing decision model for the competitive scenarios between service-oriented manufacturers and traditional manufacturers. The study investigates pricing and market entry timing issues under six decision scenarios formed by the combination of pricing strategies(unified pricing(UP) and behavior-based pricing(BBP)) and decision sequences(leading, simultaneous, and following). The results show that:(1) Under certain conditions, service-oriented manufacturers adopting BBP strategies are superior to those using UP strategies. In BBP, service-oriented manufacturers tend to implement price premiums for service-sensitive consumers in comparison to pricing for price-sensitive consumers.(2) In the context of BBP, the pricing of SOM products is negatively correlated with the ratio of price to service preference for service-sensitive consumers, while it exhibits a U-shaped relationship with the ratio for price-sensitive consumers.(3) Regardless of implementing UP or BBP strategies, the timing of market entry for SOM products will impact their profits, market share, and the level of investment in service-related elements. Notably, the optimal timing for SOM products to enter market is after traditional manufactured products are already introduced.

Key words: service-oriented manufacturing, heterogeneous preferences, pricing, decision timing