Product Differentiation and Capacity Cost Interaction in Time and Price Sensitive Markets
Product Differentiation and Capacity Cost Interaction in Time and Price Sensitive Markets
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DOI：
10.2139/ssrn.955453
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发表时间：
2003-01
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影响因子：
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通讯作者：
Tamer Boyacı;Saibal Ray
中科院分区：
文献类型：
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作者：
Tamer Boyacı;Saibal Ray
本文研究了在价格和时间敏感的市场中销售两种可替代产品的利润最大化厂商。这些产品仅在价格和交货时间上有所不同。我们假设每种产品都有专用的生产能力，并且常规（较慢）产品有一个标准的行业交付时间。该公司的目标是确定快速（更快）产品的交货时间，并适当地为这两种产品定价，同时考虑到交货时间缩短对能力要求和成本的影响。我们开发了一个模型，集成了定价和交货时间的决策能力的要求和成本，并研究方案，该公司的能力受到限制，没有，一个，或两个产品（S）。我们展示了产品差异化决策如何受到能力成本的影响，以及企业应如何调整其差异化战略，以应对其经营动态的变化。我们首先确定一个市场特征，支配最优定价结构。然后，我们表明，产品差异化的程度取决于绝对的，以及相对值的能力成本。在容量成本差异保持不变的情况下，容量成本越高，时间差异和价格差异就越小。容量成本差异的增加增加了价格差异，但减少了时间差异。最优价格除了取决于上述因素外，还取决于市场特征。我们发现，价格实际上可以降低时，公司发生的能力相关的成本。我们还探讨了产品差异化的替代性的影响，并说明我们的结果在数值研究。
In this paper, we study a profit-maximizing firm selling two substitutable products in a price and time sensitive market. The products differ only in their prices and delivery times. We assume that there are dedicated capacities for each product and that there is a standard industry delivery time for the regular (slower) product. The objective of the firm is to determine the delivery time of the express (faster) product and appropriately price the two products, taking into consideration the impact of delivery time reduction on capacity requirements and costs. We develop a model that integrates pricing and delivery time decisions with capacity requirements and costs, and study scenarios where the firm is constrained in capacity for none, one, or both product(s). We show how product differentiation decisions are influenced by capacity costs, and how the firm should adapt its differentiation strategy in response to a change in its operating dynamics. We first identify a market characteristic that governs the optimal pricing structure. We then show that the degree of product differentiation depends on both the absolute, as well as the relative values of the capacity costs. Provided that the capacity cost differential remains the same, higher capacity costs induce less time differentiation and less price differentiation. An increase in capacity cost differential increases price differentiation, but decreases time differentiation. The optimal prices depend, in addition to the above, on the market characteristic. We find that prices can actually decrease when the firm incurs capacity-related costs. We also explore the impact of substitutability on product differentiation, and illustrate our results in a numerical study.