耐用消费品生产厂商计划报废行为及其对消费者效用的影响.pdfVIP

中文摘要 计划报废是耐用消费品厂商较为普遍采用的非价格策略性行为，初始含义是厂商有意 限制产品使用寿命或者耐用度，促使消费者重复购买耐用品。国外学者在耐用度研究的基 础上，不断拓展计划报废的内涵，将新产品推出加速、新产品兼容性选择等使得老产品生 命周期缩短的行为同样称为计划报废。 本文分别构建模型探讨不同市场结构下耐用消费品生产厂商计划报废行为问题以及 其对消费者效用的影响。研究中选择的计划报废行为衡量标准是相对标准，即以竞争市场 或垄断市场中较高耐用度、较长产品生命周期的一种市场结构为标准，另一种市场结构厂 商则采用了计划报废行为。理论模型得出结论显示：垄断厂商和竞争厂商都有可能采用计 划报废行为。垄断厂商选择耐用度低于竞争厂商。在新产品推出时期选择和兼容性选择中， 若决策变量为产品生命周期和时点产量，需求价格弹性大于1 小于某一特定值时，垄断厂 商采用计划报废策略；需求价格弹性大于某一特定值或在决策变量为产品生命周期和总产 量时，竞争厂商采用计划报废策略。对于消费者来说，厂商生产产品耐用度的提高不一定 为其带来效用的增加，这取决于消费者从单位服务量中获得的效用与价值评价比，相当于 是耐用消费品的性价比；老产品生命周期等于技术发展到新产品足以替代老产品的时间间 隔时，消费者获得老产品最高效用。 关键词：耐用消费品，计划报废，市场结构，耐用度，新产品推出时期， 兼容性，产品生命周期 I Abstract Planned obsolescence is a non-price strategic behavior that manufacturers of durable consumer goods use generally. Original definition is the production of goods with uneconomically short useful lives so that customers will have to make repeat purchases. Then scholars expand the connotation of planned obsolescence, manufacturers have incentive to fasten the introduction of new products that make old units obsolete and reduce the compatibility between its old and new product, these behaviors which make the old product life cycle shorten are known as planned obsolescence. This paper builds models to discuss durable consumer goods producer’s planned obsolescence strategic behavior under different market structure and analysis the impact on consumer utility. The standard measure of planned obsolescence is relatively in this article, used the higher durability and longer product life cycle under competition or monopoly market structure as a standard. In other words, manufacturers adopted the strategic behavior of plan