Joint Strategy Of Strategic Consumers Under The Product Symbiosis

As the rate of product replacement is getting faster and faster,in order to meet different consumers’ diversified needs,manufacturers often adopt a symbiotic replacement strategy.What’s more,consumers are becoming more and more “smart”,so manufacturers’ decisions are becoming more and more complicated.Therefore,this paper study the joint decision-making problem under two typical scenarios(promotion and pre-sale),assuming that the life cycle is 2 periods,and manufacturers use symbiosis strategy to update with considering strategic consumers of different strategic behaviors(strategic waiting behavior and early purchase behavior).Finally,we further expand to the joint strategy in an infinite multi-period to provide a more systematic and comprehensive guidance for the manufacturers.When facing consumer’s strategic waiting behavior,it was found that the special symbiotic replacement method,which only provides new products during the normal phase and only the old products during the promotion phase,has a stronger practical significance.Then,when the innovation rate is synchronized with the social and all consumers are strategic,manufacturer should adopt a conservative fixed pricing strategy.When facing consumers’ early purchase behavior,this paper finds that when the new product is more cost-effective than the old product,no consumer is willing to wait until the normal sales stage to buy the old product.At this time,only pre-sale strategy is required,and high-value consumers choose to book in the pre-sale stage,low-value consumers wait to buy until the normal sales stage,where manufacturers can take a premium pre-sale.Otherwise,when the new product’s cost performance is lower than the old product,the decision becomes more complicated.The pre-sale strategy and the symbiosis replacement strategy should be combined to take advantage of the uncertainty of the consumer’s valuation during the pre-sale stage to make more high-value consumers book new products in advance to the pre-sale stage.