消费者策略行为下网上零售产品与物流服务的定价机制

发布时间：2018-11-20 16:13

【摘要】：针对网上零售的产品和物流服务存在分割报价和捆绑报价的价格形式,考虑消费者的策略行为,研究两种报价的适用条件和影响机制。研究结论表明:1消费者承担退货责任需支付的费用存在上界值和下界值,使之虽然存在投机的退货行为,但购买总需求不为零。2捆绑报价适合在试用期内不易获得价值的产品或试用期较短的产品,反之则适合分割报价。3若消费者对捆绑报价的偏好程度同分割报价无差异,捆绑报价会无利可图;同时,当该偏好程度小于给定的阈值,捆绑报价的利润小于分割报价的利润,反之,前者高于后者。4分割报价条件下,如果提高物流服务质量和产品描述一致性,可适当调低产品价格和物流服务价格,以促进订货量和购买量的快速增长,实现销售利润的增加。
[Abstract]:In view of the price form of split quotation and bundled quotation in products and logistics services of online retailing, considering the strategic behavior of consumers, the applicable conditions and influencing mechanisms of the two kinds of quotes are studied. The results show that: (1) there are upper and lower bound values for the expenses that consumers have to pay for the responsibility of returning goods, so that although there is speculative return behavior, However, the total purchase demand is not zero. 2 bundled quotations are suitable for products that are not easy to obtain value during the trial period or products with a shorter trial period, otherwise, they are suitable for split quotation. 3 if the consumer's preference for bundled quotation is not different from that of split quotation, Bundling offers will not be profitable; At the same time, when the degree of preference is less than the given threshold, the profit of bundled quotation is smaller than that of split quotation. Conversely, if the former is higher than the latter, if the quality of service and the consistency of product description are improved, The product price and the logistics service price can be reduced appropriately to promote the fast growth of order quantity and purchase quantity and realize the increase of sales profit.
【作者单位】：西南财经大学工商管理学院;安徽农业大学理学院;
【基金】：国家自然科学基金面上项目(71072172,71571147) 西南财经大学“中央高校基本科研业务费专项资金”资助项目(JBK150502,JBK151114)
【分类号】：F274;F724.6

【共引文献】