消费者寻求多样化购买和厂商预先承诺定价

发布时间：2018-03-16 21:37

  本文选题：多样化购买　切入点：滞留成本　出处：《中国管理科学》2017年03期 　论文类型：期刊论文

【摘要】：很多市场环境下,厂商针对消费者寻求多样化购买采取预先承诺定价的营销策略。本文建立两期动态博弈模型,研究消费者寻求多样化购买对厂商预先承诺定价行为和市场绩效的影响。研究结果表明:(1)在预先承诺定价机制下,厂商通过预先承诺定价向老顾客收取低价,向新顾客索取高价;(2)消费者寻求多样化购买弱化了厂商间的竞争,导致"默契合谋";(3)与其他定价机制相比,预先承诺定价机制提升了消费者剩余,降低了厂商利润和社会总福利。本文的研究结果很好地解释了现实经济中许多厂商的定价策略行为,对其产品营销战略具有重要指导意义。
[Abstract]:In many market environments, manufacturers adopt pre-commitment pricing strategies for consumers seeking diversified purchases. In this paper, a two-phase dynamic game model is established. The research results show that under the advance commitment pricing mechanism, the firm collects low price from the old customers through the advance commitment pricing mechanism, and studies the effect of consumers' diversified purchase on the firm's pre-commitment pricing behavior and market performance. Consumers seeking to diversify their purchases weaken competition among firms, resulting in "tacit collusion".) compared with other pricing mechanisms, pre-commitment pricing mechanisms increase consumer surplus. The research results of this paper explain the pricing strategy behavior of many firms in the real economy and have important guiding significance for their product marketing strategy.
【作者单位】： 上海财经大学国际工商管理学院;
【基金】：国家自然科学基金资助项目(71172139)
【分类号】：F713.55;F274
，

本文编号：1621750