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題名 | 產品線延伸策略對母產品及競爭產品影響之研究--消費者選擇取向=Exploring the Impact of Product-line Extensions on the Sales of Parent's and Competitors' Products--A Consumer Choice Approach |
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作者 | 顧萱萱; 張重昭; | 書刊名 | 管理學報 |
卷期 | 16:2 1999.06[民88.06] |
頁次 | 頁349-377 |
分類號 | 496.34 |
關鍵詞 | 產品線延伸; 自我蠶食; 消費者選擇模式; 情境效果; Product-line extensions; Cannibalization; Choice model; Context effect; |
語文 | 中文(Chinese) |
中文摘要 | 本研究採「消費者選擇」取向,以選擇模式原則與情境效果建構理論背景,探討 線延伸產品進入市場後,對母產品或競爭產品的影響,以分析自我蠶食和競爭效果,提供產 品線延伸與競爭策略之建議。研究結果顯示:(1)線延伸策略之自我蠶食與競爭效果,並 非僅依相似性決定替代程度,情境因素的展現、集合中各產品的相對定位,均可系統性左右 選擇結果。(2)以比例原則預測新產品對整體市場佔有率之影響,雖有無關項目獨立性問 題,但在多數延伸定位下是最符合選擇結果者。(3)情境效果確實在消費者選擇中展現影 響力,可以此輔助制定延伸策略。 |
英文摘要 | Based on the consumer choice approach, especially the choice model propositions and the context effects, this study explores the impact of product-line extensions on the sales of parent and competitors' products to assess cannibalization and competition among firms. The results indicate that (1) the product positioning of line extension differentially affects parent and competitors' sales. The degree of cannibalization and competition is determined not only by similarity, but context effects; (2) the proportionality proposition is the best approaach to account for the impact of new entrant on incumbent sales. |
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