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面对新产品信息缺失的上市困境,从传统的供应链合作上市向产品合作上市推进,根据成熟产品和新产品信息的不同,探讨了零售商的四类上市策略,旨在发现哪种策略更有利于新产品推广.研究表明,当两产品捆绑后具有一定互补性时,“捆绑上市+部分信息”策略下零售商的利润完美地逼近“捆绑上市+完全信息”策略,远高于“单独销售+完全信息”策略,凸显了产品合作的价值,使得零售商无需获得新产品的所有信息,就能有效推进新产品成功上市.
In the face of the listed market with missing new product information, the listing of products from traditional supply chain cooperation is promoted to the market of listed products. Based on the difference of mature product and new product information, the four listing strategies of retailers are explored to find out which kind of strategy Is conducive to the promotion of new products.Studies show that when the two products have a certain degree of complementarity after they are bundled, the retailer’s profit is perfectly close to the strategy of “bundled listing + complete information” under the strategy of “bundled listing + partial information” Above the “Individual Sales + Complete Information” strategy, the value of product collaboration is highlighted, enabling retailers to effectively drive new products to market without having all the information they need about the new product.