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1、? ?-? ? I PRODUCT LINE DESIGN AND PRICING CONSIDERINGCONSUMER PREFERENCES AND PERCEPTIONABSTRACTThis thesis first introduces the definition and meaning of Product Line and points outthe significance of product line research by identifying both positive and negative effects ofproduct line decision on
2、 a firm. Secondly, this thesis reviews and summarizes the existingliteratureon product line, with a focus on three decision-makingstudies: product linedesign,product line pricing and product line production planning. Thirdly, two product line designand/or pricing problems are extensively analyzed.Th
3、e first problem is the product line design considering consumer preferences. By con-sidering a product as a combination of several attributes and levels, the thesis adopts hybridconjoint analysis in a product line design model with various objectives. Correspondingapproximation algorithm is put forw
4、ard to this NP-hard problem which shows good perfor-mance when compared with accurate algorithm. As an extended application, product linedesign of securities investment fund based on investors preferences is introduced and re-searched using the new models and methods, along with an empirical researc
5、h. The secondquestion is the product line design and pricing based on consumer perception with differentmarket information. Optimal product line design and pricing decisions are analyzed whenmarket information (full information and asymmetric information), production technology(production costs, inv
6、entory costs and shortage costs) and consumer perception (consumersof high or low reservation price) are taken into consideration.Finally, a summary is presented and limitation discussed, along with a preview of somepossible extensions and directions of relevant topics.KEYWORDS:Product Line, Product
7、 Design,Pricing, ConsumerPreferences, ConsumerPerception II ?.IABSTRACT?.II?.11.1?.11.1.1?.31.1.2?.41.2?.51.3?.6?.72.1?.72.2?.92.2.1?.92.2.2?.92.2.3?-?. 102.3?. 152.4?. 162.4.1?. 162.4.2?-?-?. 172.5?. 18?. 203.1?. 203.1.1?. 203.1.2?. 213.2?. 233.3?. 243.4?. 253.4.1?. 253.4.2?. 273.4.3?. 273.5?. 30 III ?. 33 4.1?. 334.2?. 34 4.2.1?. 344.2.2?. 34 4.2.3?. 36 4.3?. 384.3.1?.
