中文摘要：

企业希望通过产品创新摆脱激烈的同质化竞争,并以此获得更多的利润.企业的产品创新实质上是为了摆脱消费者价格判断中的锚定依赖,从而建立并维持消费者支付意愿分布的离散状态,形成一部分消费者的高支付意愿,建立产品的高价格符号.实证研究发现近似参照产品的参考价格是否存在、参照产品与创新产品的相似程度,都会影响到消费者支付意愿分布的离散性,从而影响到企业通过产品创新形成高价格符号的有效性.

英文摘要：

Enterprises expect to get out of fierce competition of homogeneous products and make more profit through product innovation. The essence of product innovation is to disengage from the anchoring effect in consumers＇ price judgment process. Through establishing and maintaining the divergence state of consumers＇ willingness to pay the innovative product could see some consumers with high willingness to pay. Studies have found the reference price of similar products and the de- gree of similarity between innovative product and reference product would impact the distribution of WTP therefore influence the effectiveness of high-price sign created in the process of innovation.