This paper aims to discuss the effect of multi-edition product strategy on consumer decision-making in purchasing by BLP framework. The empirical study is based on the algorithm in BLP(1995) with Taiwan automobile market data. The factor “price interval” (the price range due to different editions of a vehicle) is a representative variable of “multi edition”. All the three ways of the “price interval” factor setting come up the same result: the multi-edition strategy is useful, and the “multi-edition product effect” is significantly positive. In the percentile price dummy setting model, for example, the multi-edition product strategy could increase consumers’ reservation price by 0.1546 – 0.3711 million NT dollars.