| With the technological innovation of enterprises and changes in market demand,the frequency of replacement of durable goods is accelerating,resulting in an accelerated depreciation rate of durable goods,especially when the value of old products is further impacted when new products are launched.Considering the depreciation characteristics of product value,this paper constructs a two-stage decision-making model for durable goods enterprises through the consumer utility function,and studies the optimal pricing of new and old products and the optimal time to market of new products and their impact characteristics.Product launch strategy provides theoretical reference.The research shows that the optimal pricing of new products increases with the increase of the depreciation rate of the old products;if the optimal pricing gap between the old products and the new products is large,the higher the value level of the new products,the depreciation of the value of the old products.slower.If the optimal pricing gap is small,the higher the value level of the new product,the faster the value of the old product will depreciate;when the new product is launched,the optimal time to market of the new product increases with the depreciation of the value of the old product before the new product.In advance,it will be delayed with the increase of the value level of the old product,and it will be advanced with the increase of the value level of the new product.In fact,consumers will have a deviation between the depreciation of the value of the purchased product and their expectations,resulting in the emotional utility of joy or disappointment.On the basis of considering the continuous depreciation of the product value,the consumer’s emotional factors are discussed in the decision-making of the company’s new product launch.The problem also has practical significance,so the article also considers the emotional factors of consumers,and analyzes the impact of consumer emotional utility on corporate strategy.The research shows that: when the consumer sentiment utility is not considered,the optimal pricing of old products decreases with the increase of the depreciation rate of new products after the new products are launched;later.When the effect of consumer sentiment is small,the optimal pricing of old products decreases with the increase of the value depreciation rate of new products;the greater the impact of new products on the value of old products,the later the time to market of new products;the optimal time to market of new products Delayed with heightened emotions.When the effect of consumer sentiment is large,the optimal pricing of old products increases with the increase of the value depreciation rate of new products;the greater the impact of new products on the value of old products,the earlier the new products will be launched;the optimal launch of new products Time advances with emotion.When the value level of new products is too high,the optimal pricing of the two products increases with the increase of consumer emotional utility;it is the optimal strategy for companies to launch new products before the value of old products on the market tends to zero.When the value level of new products is not high,the optimal pricing of the two products decreases with the increase of consumer emotional utility;when the value of the existing products in the market tends to zero,it is the optimal strategy for companies to launch new products. |
