在全球化的消費市場上，市場上存在的產品不斷推陳出使新產品的生命週期減短，而連帶著加快產品汰換的速度。當產品已不符合潮流但仍為受大眾喜愛時，企業往往會推出新世代的產品，以確保並掌握自身企業產品的市佔率。此時，企業便加快產品構思、商品化、試賣及售價策略上的流程，並規劃好新舊世代產品替換的時間點及世代產品相對價格以利市場上產品銷售優勢。新世代的產品固然吸引消費者的好奇心，但舊有且已經上手的世代產品亦讓顧客難以捨棄，使得消費者在新世代產品剛進入市場的階段難改購買舊世代產品的習性。為此新世代產品及舊世代產品間市佔率的轉換時影響著產品階段性售價的更動，並且各世代進出市場的時間點也需要視情況調整。
而本研究論文探討的議題為各世代產品在不同新舊世代產品共存於市場的各時間區間，以Bass擴散模式為各世代產品的銷售需求預測函數，並將市場僅同時存在兩世代產品的需求轉移模式，建構需求轉移擴增至市場上可同時存在多個世代產品時的各產品訂價及各世代進出市場的時間取捨模式。
模式驗證部分以汽車市場中單一廠牌之實際數據為驗證個案，同時本研究所建構之Matlab函數及C++語言程式中以求解最佳利潤，並取得在考量各世代需求量具有上限值且各產品世代於各時間區間下得最佳訂價。最後則針對模式中存在影響性之參數進行敏感度分析，探討相關參數變動對於最佳獲利、各世代進出市場時間點及各時間區間訂價之影響。

In the global market, the life cycle of the new product is decreasing due to the products’ changing over speed is increasing dramatically. The major problem in this environment is that the decision makers are hard to decide when to release new generation to the market and when to phase out the old ones. The enterprise would lose their market share immediately if this decision is wrong. As the products are rolling over, it is important to shift customers’ needs from the old generation’s products to the new ones’. Accordingly, they need to prepare a good plan for each generation’s pricing and its moving in and out’s timings in order to gaining more profit as much as they could.
This study combines the Bass diffusion modal into demand functions, in order to include the diffusion effect among generations into the model. By doing this, one can forecast of each generation’s demand, and formulate the models for different generations. And the solutions for the model can be obtained by combining different solution methods.
At last, this study uses the vehicle sale reports as the case study to verify the model. We use C++ and Matlab to find the optimal profit, the best rollover timings, and pricing of each generation. The sensitivity analysis of different factors are made to detect the trend of them.

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