Research On New Product Release Decision Based On Customer Experience

With the intensification of market competition,the consumption patterns of consumers are changing gradually.The consumer demand is getting unpredictable,diversified and personalized.However,to use the patents and research to achieve the leadership in terms of product cost,quality and other functions,which is the traditional way of product innovation,tend to spend a lot of cost and time,cannot adapt to the rapid changes.In this case,the "micro innovation" based on big data,networking technology came into being,this kind of innovation is to mining demand information from the feedback of the user experience,aims to improve product quality and function,We built a two-stage product release model in "micro innovation",which aimed at maximizing the enterprise profits,considering the market demand is affected by retail price,product quality and market promotion and the company to decide the experience product quantity,experience product price,and newly product selling price.Firstly,this thesis studied the enterprise pushing off a certain amount of free experience product in the first stage to get access to consumer evaluation information,which is used to mining demand information and release upgrade product to meet customer needs in the second period.Due to the different product types,two circumstances for the quality improvement cost are considered.The results show that the free experience decision-making is affected by the product types,marginal production costs,word of mouth promotion,quality promotion factors and quality promotion cost factors.On this basis,we further consider the adoption of paid experience strategy,considering that consumers choose different types of purchase according to their utility maximization,thus forming a different market structure.This paper studies the two stage optimal price decision of enterprises under different market structures,and determines the optimal market structure.At the same time,made a comparation between this strategy and the traditional two new product release strategies(direct sales and new product special promotions)to study the conditions under which enterprises need to release experience product and make quality improvement.Finally,the profit trend and optimal decision are verified by numerical experiments,and the influence of the relevant parameters on the optimal decision of the enterprise is analyzed.In the era of big data,this thesis provides certain theoretical basis for the enterprise to make new product releasing strategy.