基于策略消费者行为和市场细分的联合定价库存策略

中国管理科学 ›› 2012, Vol. 20 ›› Issue (6): 78-86.

基于策略消费者行为和市场细分的联合定价库存策略

徐贤浩, 陈雯, 彭红霞

华中科技大学管理学院,湖北武汉 430074

收稿日期:2010-06-28 修回日期:2012-10-08 出版日期:2012-12-29 发布日期:2012-12-28
基金资助:
国家自然科学基金重点项目(71131004);国家自然科学基金主任基金项目(71040017);中央高校基本科研业务费专项基金资助项目(2011TS118);教育部人文社科规划基金项目(09YJA630043);教育部人文社科基金项目(12YJC630149)

Joint Ordering and Pricing Policy Considering Consumer Behavior and Market Segmentation

XU Xian-hao, CHEN Wen, PENG Hong-xia

School of Management, Huazhong University of science & Technology, Wuhan 430074, China

Received:2010-06-28 Revised:2012-10-08 Online:2012-12-29 Published:2012-12-28

摘要/Abstract

摘要： 策略消费者的行为越来越受到厂商的重视,本文在假设消费者为风险规避型,对商品评价异质,考虑策略消费者和非策略消费者并存的细分市场上,比较两阶段定价和单一定价的优劣,研究限量策略实施的条件,进一步扩展至厂商能同时决定库存和价格的情况。研究表明消费者为风险规避型时,两阶段定价策略优于单一定价策略;策略消费者所占比例越大,消费者风险规避程度越高,第二阶段价格折扣越大,厂商越青睐限量的两阶段定价策略。此外,制定适度的价格折扣才会使厂商增加利润,过度的折扣竞争对厂商和消费者都没有好处。

关键词: 风险规避, 策略消费者, 理性预期均衡

Abstract: Strategic consumer behavior has received more and more attention. In this article,consumers are assumed to be risk averse and heterogeneous in product's value. When strategic and non-strategic consumers coexist, two-stage pricing policy and single pricing policy are compared, condition of rationing is discussed, and jointly ordering and pricing policy are analyzed. Research shows that two-stage pricing policy dominates single pricing policy when consumers are risk averse. Firm prefers rationing inventory policy if there is higher proportion of strategic consumers or higher degree of risk aversion or greater discount of second phase's price. In addition, only appropriate discounts will increase firm's profit, excessive discount competition doesn't benefit both firm and consumers.

Key words: risk aversion, strategic consumer, rational expectation equilibrium

中图分类号:

F270
F253

徐贤浩, 陈雯, 彭红霞. 基于策略消费者行为和市场细分的联合定价库存策略[J]. 中国管理科学, 2012, 20(6): 78-86.

XU Xian-hao, CHEN Wen, PENG Hong-xia. Joint Ordering and Pricing Policy Considering Consumer Behavior and Market Segmentation[J]. Chinese Journal of Management Science, 2012, 20(6): 78-86.

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