The Research On The Cannibalization Of PHTP With The Function Of The Consumption Utility

The step of the Hi-tech product becomes faster and faster, the product life cycle becomes shorter and shorter, so .the product cannibalization is usual. The manager should know how to choose the appropriate time of cannibalization, should know how to control the cannibalization, should know how to gain the profit via cannibalization.In the thesis, we study the cannibalization along with the function of the consumption utility,, First of all, the thesis introduce the concept and the characteristics of the hi-tech product; then, the thesis give the concept of the hi-tech product cannibalization, give the motivation, characteristics of cannibalization; then, the thesis introduce the buying form of the consumer , give two concepts: the coefficient of consumer capability and the function of consumer product cognizing; then, the thesis give the model of consumer choosing, analyzing the cannibalization between the new product and the old product, and continue to analyze the effect of the price and product cognizing on the hi-tech product cannibalization; At last, the thesis give some advice on how to manage the hi-tech product cannibalization , these making the thesis become more useful.This thesis is from the nature science fund, I hope this thesis can give some useful advice on the management of the hi-tech product cannibalization and give some credible academic basis of cannibalization.