基于策略型消费者购买习惯的产品动态定价决策研究
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摘要
消费者具有浏览销量和评论的购买习惯.为分析此购买习惯对零售商定价的影响,以策略型消费者为研究对象,建立了受产品价格、销量与评论内容影响的效用函数,并构建了策略型消费者和零售商的两阶段博弈模型.同时,基于消费者购买习惯对零售商公布和调整价格的两种策略进行博弈和比较分析.结论表明,消费者通过浏览评论信息对产品质量的感知达到一定程度时,购买习惯改变了零售商总是降价的定价策略;零售商在公布价格策略中产品定价和收益高于调整价格策略;当消费者较具有耐心且对产品质量感知显著时,能提高消费者需求.研究结果对零售商的定价决策具有指导意义.
Consumers have shopping habits in browsing sales and comments.This paper focuses on the strategic consumes and tries to find out the impact of shopping habit on the retail pricing.Firstly,the utility function which was affected by price,demands and comments is built.Then,a two-stage game model is constructed between the strategic consumer and retailer.Two strategies included retailers who and adjusted price in two-stage were compared and analyzed by considering strategic consumers' shopping habit.Finally,the results show when consumers perceive product quality to a certain extent by browsing the comment information,the shopping habit will change the pricing strategy that retailers always cut price.Retailers' product pricing and revenue are higher in the published announcing price strategy than in the adjusting price strategy.When consumers are more patient and have a significant perception of product quality,consumer demand can be improved.The findings have a certain guiding significance to pricing decisions on the retailer.
Consumers have shopping habits in browsing sales and comments.This paper focuses on the strategic consumes and tries to find out the impact of shopping habit on the retail pricing.Firstly,the utility function which was affected by price,demands and comments is built.Then,a two-stage game model is constructed between the strategic consumer and retailer.Two strategies included retailers who and adjusted price in two-stage were compared and analyzed by considering strategic consumers' shopping habit.Finally,the results show when consumers perceive product quality to a certain extent by browsing the comment information,the shopping habit will change the pricing strategy that retailers always cut price.Retailers' product pricing and revenue are higher in the published announcing price strategy than in the adjusting price strategy.When consumers are more patient and have a significant perception of product quality,consumer demand can be improved.The findings have a certain guiding significance to pricing decisions on the retailer.
引文
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[7]毕功兵,王怡璇,丁晶晶.存在替代品情况下考虑消费者策略行为的动态定价[J]·系统工程学报,2013,28(1):47-54.
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[15]王晓明,李仕明,倪得兵.网络外部性下的电信业务服务质量和定价的博弈分析[J].系统工程理论与实践,2013,33(4):910-917.
[16]张旭梅,官子力,范乔凌,等.考虑网络外部性的电信业产品服务供应链定价与协调策略[J].管理学报,2017,14(2):270-276.
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[18]冯娇,姚忠.基于社会学习理论的在线评论信息对购买决策的影响研究[J].中国管理科学,2016,24(9):106-114.
[19]Yu M,Debo L G,Kapuscinski R.Strategic waiting for consumer-generated quality information:Dynamic pricing of new experience goods[J].Management Science,2016,62(2):410-435.
[20]Papanastasiou Y,Savva. N.Dynamic pricing in the presence of social lea rning and strategic consumers[J].Management Science,2017,63(4):919-939.
[21]Sun M.How does the variance of product ratings matter?[J].Management Science,2012,58(4):696-707.
[2]李金海,何有世,马云蕾.基于领域本体的在线评论信息层次化挖掘[J].系统工程,2016,34(10):39-47.
[3]李宗伟,张艳辉,栾东庆.哪些因素影响消费者的在线购买决策?一顾客感知价值的驱动作用[J].管理评论,2017,29(7):79-88.
[4]BrightLocal.Local consumer review survey 2016[R/OL].https://www.brightlocal.com/learn/localconsumer-review-survey/,2017-11-14/2017-6-1.
[5]Liu Q,Ryzin G J V.Strategic capacity rationing to induce early purchases[J].Management Science,2008,54(6):1115-1131.
[6]刘晓峰,黄沛.基于策略型消费者的最优动态定价与库存决策[J].管理科学学报,2009,12(5):18-26.
[7]毕功兵,王怡璇,丁晶晶.存在替代品情况下考虑消费者策略行为的动态定价[J]·系统工程学报,2013,28(1):47-54.
[8]代云珍,胡培.基于策略型消费者的最优广告和定价联合决策[J].软科学,2015,29(8):88-92.
[9]毛照,王方圆.基于消费者行为和估值折扣差异的易逝品两期定价决策研究[J].管理学报,2017,14(3):441-450.
[10]Dasu S,Tong C.Dynamic pricing when consumers are strategic:Analysis of posted and contingent pricing schemes[J].European Journal of Operational Research,2010,204(3):662-671.
[11]官振中,任建标.存在策略消费者的动态定价策略[J].系统工程理论与实践,2014,34(8):2018-2024.
[12]刘海英,罗新星,邓丽.基于记忆窗口与参照效用的多产品动态定价[J].系统工程,2016,34(5):36-42.
[13]Katz M L,Shapiro C.Network externalities,competition and compatibility[J].The American Economic Review,1985,75(3):424-440.
[14]郭强,姚晓玲,聂佳佳.网络外部性对电影产品定价策略的影响[J].预测,2016,35(6):56-62.
[15]王晓明,李仕明,倪得兵.网络外部性下的电信业务服务质量和定价的博弈分析[J].系统工程理论与实践,2013,33(4):910-917.
[16]张旭梅,官子力,范乔凌,等.考虑网络外部性的电信业产品服务供应链定价与协调策略[J].管理学报,2017,14(2):270-276.
[17]Villas-Boas J M.Consumer learning,brand loyalty,and competition[J].Marketing Science,2004,23(1):134-145.
[18]冯娇,姚忠.基于社会学习理论的在线评论信息对购买决策的影响研究[J].中国管理科学,2016,24(9):106-114.
[19]Yu M,Debo L G,Kapuscinski R.Strategic waiting for consumer-generated quality information:Dynamic pricing of new experience goods[J].Management Science,2016,62(2):410-435.
[20]Papanastasiou Y,Savva. N.Dynamic pricing in the presence of social lea rning and strategic consumers[J].Management Science,2017,63(4):919-939.
[21]Sun M.How does the variance of product ratings matter?[J].Management Science,2012,58(4):696-707.