مدل‌سازی و تحلیل استراتژی‌های قیمت‌گذاری و نوآوری در توسعه محصول با مشتریان ناهمگن و سیاست‌های دوگانه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد گروه تولید، گروه مهندسی سیستم، دانشکدۀ مهندسی صنایع و سیستم‏های مدیریت، دانشگاه صنعتی امیرکبیر، تهران‌، ایران

2 دانشیار گروه مهندسی سیستم، دانشکدۀ مهندسی صنایع و سیستم‏های مدیریت، دانشگاه صنعتی امیرکبیر، تهران‌، ایران

3 استادیار گروه لجستیک و زنجیره تأمین، دانشکدۀ مهندسی صنایع، دانشگاه تهران، تهران‌، ایران

10.22084/ier.2025.30980.2205

چکیده

مدیریت زنجیره‌تأمین شامل تصمیمات استراتژیک، تاکتیکی و عملیاتی است که قیمت‌گذاری درآن نقش کلیدی دارد. با پیشرفت فناوری، شرکت‌ها محصولات جدید را سریع‌تر عرضه و مصرف‌کنندگان بااستفاده‌از فناوری اطلاعات، قیمت‌ها و عملکرد محصولات را پیش‌بینی می‌کنند. این مقاله یک مدل ریاضی تصمیم‌گیری بهینه درزمینه قیمت‌گذاری و نوآوری محصول در دو دوره، درحضور مشتریان ناهمگن، ارائه می‌دهد. تعیین میزان نوآوری محصول جدید براساس هزینه تحقیق و توسعه، ارائه تابع مطلوبیت برای مشتریان و حضور همزمان مشتریان نزدیک‌بین و استراتژیک، نوآوری‌های این پژوهش است. مسأله برای تعیین قیمت‌های محصول دوره اول و دوم، تخفیف مبادله کالا، قیمت کاهش‌یافته محصول قدیمی و افزایش نوآوری محصول دوره جدید در چهارچوب یک بازی پویا مدل‌سازی شده و برای یافتن مقادیر بهینه دو سیاست قیمت‌گذاری و حل مدل غیرخطی، الگوریتم مبتنی‌بر شاخه‌وکران فضایی توسعه داده شده است. نتایج عددی مبتنی‌بر تحلیل حساسیت پارامترهای کلیدی نشان می‌دهند که پارامترهایی چون میزان نوآوری، رفتار استراتژیک مشتریان و سیاست قیمت‌گذاری، نقش مهمی در سودآوری شرکت دارند. یافته‌ها نشان می‌دهد که: (1) قیمت‌گذاری ازپیش تعیین‌شده در 70% موارد سود بیشتری دارد، (2) در شرایط خاص مانند هزینه بالای توسعه محصول یا درصد زیاد مشتریان استراتژیک، قیمت‌گذاری پویا برتری دارد، و (3) برنامه مبادله زمانی مؤثرتر است که ارزش بازیافت محصول افزایش یابد. همچنین، تأثیر مشتریان استراتژیک و نزدیک‌بین و برنامه مبادله کالا تحلیل شده است. این یافته‌ها می‌تواند به مدیران در انتخاب استراتژی قیمت‌گذاری مناسب براساس ترکیب مشتریان و شرایط بازار کمک کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Modeling and Analysis of Pricing and Innovation Strategies in Product Development with Heterogeneous Customers and Dual Policies

نویسندگان [English]

  • Shayan Sotouneh 1
  • Mohsen Sheikh Sajadieh 2
  • Matineh Ziari 3
1 M.Sc. Student, Department of Department of System Engineering, Faculity of of Industrial Engineering and Management Systems, Amirkabir University of Technology (Tehran Polytechnic), Tehran, Iran
2 Associate Professor, Department of System Engineering, Faculity of of Industrial Engineering and Management Systems, Amirkabir University of Technology (Tehran Polytechnic), Tehran, Iran
3 Assistant Professor, Department of Industrial Engineering & Management Systems, Faculity of Industrial Engineering, University of Tehran, Tehran, Iran
چکیده [English]

Pricing is a critical element in supply chain decisions across strategic, tactical, and operational levels. Rapid technological innovation accelerates product introductions while empowering consumers to anticipate prices and performance. This paper develops a two-period mathematical model for optimizing pricing and product innovation decisions in markets with heterogeneous customers (myopic and strategic). Key contributions include: (1) determining optimal new product innovation level considering R&D costs, (2) introducing a comprehensive, behaviorally-informed customer utility function, and (3) jointly analyzing the impact of both customer types. Modeled within a dynamic game framework, the solution determines optimal first- and second-period prices, trade-in discounts, reduced prices for old products, and new product innovation levels. To solve this nonlinear problem, we develop a customized algorithm based on the spatial branch and bound method. Sensitivity analyses reveal that innovation level, strategic customer behavior, and pricing policy significantly impact profitability. Key findings indicate: (1) pre-determined pricing generates higher profits in 70% of scenarios, (2) dynamic pricing becomes superior under high product development costs or high proportions of strategic customers, and (3) trade-in program effectiveness increases with higher recycled product value. The analysis quantifies the distinct impacts of strategic customers, myopic customers, and trade-in programs. These insights provide managers with actionable guidance for selecting pricing strategies based on specific customer compositions and market conditions.

کلیدواژه‌ها [English]

  • Pricing Strategy
  • Heterogeneous Customers
  • Incremental Innovation
  • Trade-In Program

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نشریه پژوهش های مهندسی صنایع در سیستم های تولید
دوره 13، شماره 26
شهریور 1404
صفحه 95-117

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