工业工程2026，Vol.29Issue(2)：28-42,15.DOI:10.3969/j.issn.1007-7375.240378
基于GNB模型的两代创新产品动态定价
A Dynamic Pricing Strategy of Two-generation Innovative Products Based on the GNB Model
摘要
Abstract
The rapid upgrading of innovative products requires that pricing strategies for successive generations account for the sales impact of previous generations.Based on the generalized Norton-Bass(GNB)model for successive product demand,this study incorporates factors such as production capacity and consumer behavior to develop a decision model that offers a better representation of real-world decision problems.Furthermore,dynamic pricing strategies are explored to maximize the total profit of multi-generation products.Given that traditional mathematical modeling approaches are difficult to solve this complicated pricing problem,a system dynamics model is established.Then,this challenging problem is solved by a simulation-based optimization method.Results not only explain the pricing strategies adopted by leading innovative enterprises in the smartphone industry,but also quantify the effects of capacity constraints and discount timing on the launch prices and discount prices of both product generations.Moreover,the positive impact of word-of-mouth spreading on sales and profit of multi-generation products are quantified.From the perspective of consumer behavior,the study also evaluates the influence of marketing effort in word-of-mouth promotion on the dynamic pricing of successive product generations.关键词
创新产品/迭代产品/动态定价/系统动力学模型Key words
innovative products/multi-generation products/pricing strategies/system dynamics model分类
管理科学引用本文复制引用
李锋,梁倩盈..基于GNB模型的两代创新产品动态定价[J].工业工程,2026,29(2):28-42,15.基金项目
广东省自然科学基金项目(2023A1515010630) （2023A1515010630）
广东省哲学社会科学规划项目重大基础理论研究专项项目(GD22ZDZGL03) （GD22ZDZGL03）
