生产成本变动下考虑消费者策略行为的厂商定价研究

发布时间：2018-07-15 21:15

【摘要】：产品技术的更新及市场竞争加剧促使商品在较短生命周期内价格下降趋势明显,消费者也倾向于熟悉产品的价格路径判断合适的时机购买,表现出"策略性"特征,为厂商带来巨大损失,为了抑制消费者策略性等待购买,厂商往往倾向于给予一定的价格保证。而单位产品生产成本不确定降低现象广泛存在于生产销售过程中,依据成本驱动价格理论,厂商对于定价机制的选择应具备一定的灵活性。基于此矛盾点,研究了成本不确定下考虑策略消费者的厂商定价机制选择问题具有很强的现实意义。本文以现有与消费者策略行为相关的定价研究为基础,在确定市场需求背景下,通过建立单一垄断厂商面向策略消费者的单级供应链两周期定价模型,研究的内容包括以下三方面:(1)在短视性与策略性消费者并存的市场,研究不考虑成本变动时厂商在不同市场结构下对于动态定价、价格承诺与差价补偿定价机制的选择决策及各定价机制的适用条件,作为论文的基础标杆。研究证明了厂商可以通过价格承诺或差价补偿机制来缓解消费者的策略性等待行为,并验证了相关的条件。(2)将学习效应及成本不确定性引入到同时考虑短视性与策略性消费者的厂商定价模型中,对比不考虑成本变动下的厂商定价机制决策,分析研究成本不确定性系数对厂商定价机制选择的影响。研究证明了为匹配厂商成本变动的不确定性,即使考虑到消费者策略行为,厂商对于动态定价机制、价格承诺机制或差价补偿机制的选择需要根据成本的不确定性来权衡,且动态定价机制有可能成为最优决策。(3)将研究拓展至再制造单级供应链系统,分别建模求解不考虑与考虑成本变动时厂商的定价决策,并进一步探讨学习效应对考虑消费者策略行为的厂商的影响。研究证明了,考虑到再制造品销售问题,学习效应影响下厂商有可能从消费者的策略等待行为中受益。
[Abstract]:The renewal of product technology and the intensification of market competition make the decline trend of commodity price obvious in the short life cycle. Consumers also tend to be familiar with the price path of the product to judge the appropriate time to buy, showing the characteristics of "strategic". In order to restrain consumers from waiting to buy strategically, they tend to give a certain price guarantee. However, the uncertain reduction of unit production cost exists widely in the process of production and sale. According to the cost-driven pricing theory, manufacturers should have some flexibility in the choice of pricing mechanism. Based on this contradiction, it is of great practical significance to study the choice of firm pricing mechanism considering strategic consumers under uncertain cost. Based on the existing pricing research related to the behavior of consumer strategy and under the background of market demand, this paper establishes a two-cycle pricing model of single-stage supply chain oriented to strategic consumers by a single monopolist. The contents of the study include the following three aspects: (1) in the market where short-sighted and strategic consumers coexist, the study studies the dynamic pricing of firms in different market structures without considering the change of costs. The decision of price commitment and price difference compensation pricing mechanism and the applicable conditions of each pricing mechanism are used as the basic benchmark of the paper. Studies have shown that firms can ease consumers' strategic waiting behavior through price commitments or a price difference compensation mechanism. And the relevant conditions are verified. (2) the learning effect and cost uncertainty are introduced into the firm pricing model which considers both short-sighted and strategic consumers. The influence of cost uncertainty coefficient on the choice of firm pricing mechanism is analyzed. The research proves that to match the uncertainty of the cost change of the firm, even considering the behavior of the consumer strategy, the choice of the dynamic pricing mechanism, the price commitment mechanism or the price difference compensation mechanism needs to be weighed according to the uncertainty of the cost. The dynamic pricing mechanism may be the optimal decision. (3) the research is extended to the remanufacturing single-level supply chain system, and the pricing decision of the firm without considering and considering the cost change is solved by modeling. Furthermore, the influence of learning effect on the firms considering the behavior of consumer strategy is discussed. The study proves that, considering the problem of re-manufacturing sales, firms may benefit from consumers' strategic waiting behavior under the influence of learning effect.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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