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Price Adding Features of Product Based on Real Option

Author: QiuShouZuo
Tutor: HuangDengShi
School: Southwest Jiaotong University
Course: Management Science and Engineering
Keywords: Real Option Adding Features Empirical Product Flexibility
CLC: F224
Type: Master's thesis
Year: 2005
Downloads: 60
Quote: 2
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Abstract


With the development of social economy, product and services provided have been transferred from mass design and production to individuality or personnel. So production differentiation is the lasting thesis to a firm or enterprise, and also is the goal that they are pursuing. It can be demonstrated by many ways, such as product mix, shape etc. A scenario that product can be added one or more features is considered in this article. Adding features to a product has it important impact on differentiation design, manufacturing and sales strategy. How to price the adding features to a product is our question to answer. The author is trying to give a theory model to answer this question, and providing a empirical evidence. So, we summarize the related researches, analyzes the features differentiations, build a model to valuate the adding feature based on real option and build a model to max the profit for a firm under these conditions, and at last propose a empirical evidence.In the preface, the paper summary the researches about the real option theory aboard and inland, and issue the question how to price adding features, it prompts that it expand the real option theory application from investment under uncertainty to consumption uncertainty.The main body of the paper built a model to price the adding features to a product base on real option. A model to max the profit is prompted according the adding features valuation, and an application example is also given. At last, the price data about cell phone is used to verify the model. It tells us that adding features are over evaluated, which means to intrigue the consumer to buy higher products.At the end of this paper, we summarize the paper content and prospect the future orientation of the problem.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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