中文摘要：

新产品上市前的预先发布已经成为一种常见的企业营销策略。以前的文献大多以定性方法研究企业的新产品预先发布行为，却很少将企业决策与消费者行为结合起来进行模型方面的定量分析。本文从消费者效用函数出发，以消费者的选择为基础，应用企业最大化其自身利润模型，联合解决了新产品预先发布的时间选择与定价决策。我们的研究结果分析了企业现有产品质量、新产品质量和消费者的等待耐心是如何影响企业的最优决策，即企业如何给新产品进行定价，以及企业如何确定在预先发布后的新产品上市时间。本研究对于企业管理者与实践者关于新产品开发策略方面具有一定的理论指导意义。

英文摘要：

New product preannouneement is becoming a frequent marketing strategy for firms before they launch the new product. Previous literature has been focusing on qualitative analysis on the firm＇s preannouncement behavior. Few study combines firm decision making with consumers＇behavior through modeling approach. Based on consumers＇utility function and their choices, this paper applies firm＇s profit maximization framework and jointly investigates the timing decisions and pricing strategies for the new product preannouncement. Our results analyze the impacts of the existing product quality, new product quality, and consumers＇patience on firm＇s optimal decisions. Specifically, we show how the firm should set price for the preannounced new product and the optimal time span between preannouncement and the launch. Our results may shed some lights on new product development strategies for managers and practioners.