存在战略顾客的模仿创新研究

摘要

An imitator who imitates an innovator' s original product improves the performance or quality of an original product, introduces the imitating innovative product and competies with the innovator. Strategic cus-tomers rationally choose the optimal inter-temporal purchase timing by evaluating the possible availability and performance price ratio ( PPR) of the imitating innovative product. We study the effects of performance improvement capability and customer' s preferences for product performance on whether an imitator can overcome the innovator. Our results show that when the PPR of an imitating innovative product is lower than that of the original product, if the amount of new arrival customers is large in the second period, the imitator can surpass the innovator in view of market share and profits, however, when the PPR of an imitating innovative product is higher than that of the original product, whether the imitator could overcome the innovator depends on the degree of match between customer' s preferences for product performance and the imitator' s performance improvement capability.%模仿者通过模仿创新对创新者产品(即原始产品)性能进行改进,推出模仿创新产品并与创新者进行竞争.战略顾客根据模仿创新产品的可获得性与性价比,跨期理性选择购买时机.文中研究了模仿者的性能改进能力与顾客对性能的偏好程度对模仿者能否超越创新者的影响.结论表明:当模仿创新产品的性价比低于原始产品时,如果模仿创新产品的推出能吸引大量新顾客,模仿者就能在市场份额与利润方面超越创新者；相反,当模仿创新产品的性价比高于原始产品时,模仿者能否在市场份额与利润方面超越创新者取决于其性能改进能力与顾客对性能的偏好程度间的匹配度.