A 公司主要生产电源管理类芯片，属于高科技产品。A 公司的产品有以
下四大类：PSR 功率开关/控制器、SSR 功率开关/控制器、驱动场效应晶体管
的同步整流功率开关/控制器、智能家电 Buck 恒压功率开关。高科技产品生
命周期较一般商品更短。随着集成电路技术不断更新变化，A 公司产品迭代
更新迅速、迭代产品同时在市场中存活的现象时有发生。本文结合 A 公司产
品的实际情况，明确 A 公司现有产品迭代更新方式。一是插入式更新，即新
产品在老产品成熟期推出的更新方式；二是并行式更新，即新产品在老产品
导入期推出的更新方式。分析了插入式更新和并行式更新不同的定价决策模
型。通过设立不同的定价目标，插入式更新以迭代产品总体利润最大化为目
标，并行式更新以清理老产品库存并促进新产品推广位目标，分别建立不同
的数学模型，最后求得各自的最优解。将最优解与 A 公司之前的定价决策下
的目标执行情况做对比研究，证明该定价决策模型切实可行
根据产品生命周期建立的系列产品的定价决策模型是一个静态的模型，
假设整个数据期间都执行一样的销售价格，需付出不变的产品成本且没有考
虑库存约束条件。而企业的实际经营是一个动态的、多部门联合决策的过程
各期的销售价格、产品生产成本、库存成本是随机变动的，且企业受制于成
本压力，库存条件也是既定的有限的。基于上述实际条件，本文建立了在库A 公司产品定价决策模型研究存约束下的库存和产品定价的一个动态决策模型，设立期间累计利润最大化
的目标，通过规划求解得出每期的最优价格和最优补货量。将模型求出的最
优指与前期定价决策数值进行对比分析，证明定价与补货量联合决策能够实
现产品期间内的累计利润最大化
以上插入式产品更新定价模型、并行式产品更新定价模型、库存约束下
产品动态定价模型是 A 公司科学定价决策分析的一个缩影，A 公司的其他产
品也可以通过类似方法建立相应模型求出最优定价。就 A 公司而言，定价决
策的实施还需要通过做到以下方面得以实现：明确产品定价目标、要有科学
的计算方法、加强部门间协调、市场数据的存档和更新
关键词：高科技产品 产品生命周期 定价 库存AbstractAbstract
The State Council issued the <National Integrated Circuit Industry
Development Promotion Program, which clearly pointed out that the integrated
circuit industry is the core of the information technology industry, is the strategic,
basic and pilot industries to support economic and social development and
guarantee of national security, and with a series of industry support policies
released and industrial funds established, integrated circuit industry ushered in an
important strategic development period. Company A as an integrated circuit design
enterprise, has developed rapid by taking advantage of the polices. With more and
more competitors arise, the competition gets more and more intense on product
and price. This makes company A&39;s marketing strategy, especially the pricing
strategy face a severe test. Company A&39;s usual subjective and empirical cost-plus
pricing method has been unable to adapt to the new competitive pattern.
Company A mainly develops power ICs, high-tech products. The products
include the following four categories: PSR power switch / controller, SSR power
switch / controller, MOS synchronous rectifier power switch / controller, Buck
constant voltage power switch for smart home application. Product life cycle of
high-tech product is shorter than general merchandise. With the technology of
integrated circuit continuously improved, Company A&39;s products iterative update
quickly; iterative products exist at the same time in the market. Combining the
actual situation of Company A&39;s products, this paper defines the ways of the
products’ update. One is plug-in update, that is, new product launches while the
old product is in its maturity period. The second is parallel update, that is, new
product launches while the old product in its growth period. This paper analyzes
different pricing strategies for plug-in updates and parallel updates. By setting up
different pricing objectives, the plug-in update aims to maximize the overall profit
of the iterative products, parallel update to clean up the inventory of old product
and promote the new product promotion, respectively, to establish differentStudy on Product Pricing Strategy of Company Amathematical models, and finally obtain their own optimal solution. Comparing
the optimal solution with Company A’ former pricing strategy, the author gets
conclusion that the new pricing strategy is feasible.
The pricing strategy model based on the product lifecycle for series of
products is a static model assuming that a same price throughout a certain period,
subject to constant product costs and no inventory constraints existing. The actual
operation of a company is a dynamic, multisectoral joint decision-making process.
The sales price of each period, the production cost, the storage costs change
randomly, and owing to the cost pressure, the inventory is also limited. Based on
the above practical conditions, this paper establishes a dynamic decision model of
inventory and product pricing under inventory constraints, establishes the goal of
maximizing profit during a certain period, and obtains the optimal price and
optimal replenishment quantity through planning. Comparing the optimal value of
the model with the value of the previous pricing strategy, the author proves that the
joint decision of the pricing and the replenishment can realize the maximizing
accumulated profit in a certain period.
The above-mentioned product pricing model: plug-in update pricing model,
parallel product update pricing model and dynamic decision model of inventory
and product pricing under inventory constraints are a microcosm of Company A&39;s
scientific pricing strategy . Other company A’s products’ pricing strategy can also
be determined by establishing similar model. In the case of Company A, the
implementation of the pricing strategy is only achieved by clarifying the pricing
objectives, having a scientific method of calculation, strengthening
interdepartmental coordination, and archiving and updating market data.
Keywords: high-tech products; product lifecycle; pricing; inventory目 录目 录
1 绪论 ...... 1
1.1 研究背景 ........... 1
1.2 研究意义 ........... 2
1.3 研究方法与结构 ..... 4
2 国内外研究现状 ........ 6
2.1 基于成本的定价方法 . 6
2.2 基于产品生命周期的高科技产品定价模型 ....... 7
2.3 基于市场竞争的产品定价模型 ..... 8
2.4 库存与价格联合决策模型 ......... 9
3 A 公司定价决策现状 .... 13
3.1 集成电路 IC 行业介绍 ........... 13
3.1.1 集成电路产业链概况 ........ 13
3.1.2 集成电路设计企业概况 ...... 15
3.2 A 公司及其主要产品介绍......... 20
3.2.1 A 公司情况介绍20
3.2.2 A 公司供应链情况 ......... 22
3.2.3 A 公司产品系列22
3.2.4 A 公司产品生命周期情况 .... 25
3.3 A 公司产品定价的主要问题....... 29
4 基于生命周期的 A 公司产品定价决策模型 .......... 32
4.1 简要阐述 .......... 32
4.2 条件假设 .......... 33A 公司产品定价决策模型研究4.3 迭代产品插入式更新的定价决策模型 .......... 34
4.3.1 模型建立 ...... 34
4.3.2 模型求解与优化结果对比分析35
4.4 迭代产品并行式更新的定价决策模型 .......... 42
4.4.1 模型建立 ...... 42
4.4.2 模型求解与优化结果对比分析43
5 A 公司产品库存价格联合决策模型 .... 48
5.1 简要概述 .......... 48
5.2 条件假设 .......... 49
5.3 模型建立 .......... 50
5.4 模型求解与优化结果对比分析 .... 52
5.4.1 模型求解 ...... 52
5.4.2 优化结果对比分析 .......... 59
6 A 公司定价决策的实施 .. 62
7 结论与展望 .......
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