近年來，由於科技進步使得各產業在生產技術上的創新速度較以往為快，因此廠商希望能製造出品質或功能更好的新一代產品以吸引消費者購買，並與其他品牌商品競爭。當新舊代產品共存於市面上販售時，雖然新舊兩代商品屬於同一家廠牌的產品，但因顧客的選擇購買行為而產生內部競爭的情形；而若存在競爭廠牌的情況下，新舊代商品與競爭商品會產生外部競爭的情形。另外，消費者於選擇購買商品時，除了考量商品的品質與功能之外，價格更是消費者考量的重要因素，所以廠商對於商品的定價將影響其商品的銷售情況，進而影響其獲利情形。因此如何在內部與外部競爭同時存在的情形下訂定最佳的商品價格為一值得探討的問題。
本研究主要探討一個廠牌製造商於存在另一個競爭廠牌的市場中，販售新舊兩代商品，其面臨自家品牌新舊兩代商品的內部競爭以及與競爭品牌商品的外部競爭情形，且廠商採用動態定價策略為商品定價，並假設商品販售規劃時間為產品過渡期，而於此時期內，當商品存貨銷售完磬後，將不再進行補貨。因此本研究在價格競爭情況下，建構一賽局模式以探討廠牌製造商的新舊兩代商品和競爭廠牌商品間的競爭關係，以了解彼此之最佳回應模式，藉由結合顧客購買機率模型與擴散模型之方法來估計各商品的顧客需求量，且考量商品之製造成本、存貨持有成本、價格調整成本以及剩餘存貨處理成本以求出廠商與競爭廠商於各時間點下之商品定價均衡解，使雙方廠商利潤最佳化。進一步考量廠商採用舊換新銷售策略以及競爭廠商採取定期降價銷售策略之情境下，求出雙方廠商之價格均衡解，探討該模型之性質與應用分析，發現競爭廠商之降價額度與競爭商品定價、競爭商品與隔代商品之價格差距以及競爭商品之價格調整成本和存貨成本呈現遞增之關係。

Pricing of inter-generational products, especially in the product transition period is critical for innovative companies. The previous generation goods not only may compete with similar goods from competitive companies, but also have to compete with their own current generation goods. In this study, a profit model for the company who sales inter-generational products is proposed, in which external and internal competition, are considered to construct a Stackelberg game in determining the optimal equilibrium price for each product at each time point within the transition period. The profit model consider manufacturing, inventory, and price adjustment costs, and integrates the diffusion model with the customer purchasing probability to forecast the demand for each product at each time point. Two realistic scenarios are considered to determine the optimal equilibrium prices.

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