基于顾客异质性的电子零售商定价决策研究

发布时间：2018-01-10 17:23

本文关键词：基于顾客异质性的电子零售商定价决策研究　出处：《昆明理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网的兴起以及电子商务的不断发展,使得网络营销成为当今最热门的营销推广方式,电子零售店已成为零售商新兴的营销渠道。而随着上网人数的不断增加,覆盖的区域越来越广泛,与传统零售相比,电子零售具有得天独厚的优势,电子零售交易额所占社会零售总额的比例也在不断增加。然而,电子零售商想在营销渠道占有一席之地,则必须考虑消费者网络购物的特征,才能够保证电子渠道适时地发挥作用,从而形成良好的在线购物环境。在此背景下,顾客对网络产品的感知价值和网络购物的感知风险已成为影响电子零售商定价的关键因素,顾客异质性逐渐推动电子零售商重新考虑产品的定价问题。因此,本文的目标是结合顾客异质性,根据产品价格、顾客感知价值以及顾客感知风险与需求之间的关系,建立电子零售商定价模型,使得电子零售商获取最大利润。首先,文章利用消费者效用理论,在顾客感知价值异质性下得到新的需求函数,建立电子零售商定价模型,并得出电子零售商的最优零售价格、最优销售量和最优利润,分析产品网络适应性和单位成本对电子零售商决策的影响。然后,在顾客感知风险异质性下,考虑电子零售商提供无退货和退货两种策略,得到对应的需求函数,建立两种策略下电子零售商定价模型,分别得出电子零售商在无退货和退货下的最优零售价格、最优销售量和最优利润,并分析退货对电子零售商决策的影响。最后,将顾客异质性扩展到二维,同时考虑顾客感知价值异质和顾客感知风险异质情形,通过需求函数的构建,建立相应电子零售商定价模型,得出顾客二维异质性下电子零售商最优定价、最优销售量和最优利润,并对电子零售商在二维异质性下的最优决策与一维异质性下的最优决策进行对比分析。通过对顾客异质性下电子零售商定价决策的研究,不仅将丰富电子零售商定价的理论研究,还将进一步提高电子零售商的定价能力,使零售商在未来具备更大的竞争能力,推动电商行业良性发展。
[Abstract]:With the rise of the Internet and the continuous development of e-commerce, network marketing has become the most popular marketing promotion. Electronic retail stores have become a new marketing channel for retailers. With the increasing number of people online, the area covered is more and more extensive. Compared with traditional retail, electronic retail has unique advantages. The proportion of electronic retail transactions in total social retail volume is also increasing. However, if e-retailers want to have a place in marketing channels, they must consider the characteristics of consumer online shopping. In order to ensure that electronic channels play a timely role, thus forming a good online shopping environment. In this context. The perceived value of customers to network products and perceived risk of online shopping have become the key factors that affect the pricing of electronic retailers. Customer heterogeneity has gradually prompted e-retailers to reconsider the pricing of products. The aim of this paper is to establish a pricing model for electronic retailers according to product price, customer perceived value and the relationship between customer perceived risk and demand. First of all, using the theory of consumer utility, we obtain a new demand function under customer perceived value heterogeneity, and establish a pricing model of electronic retailer. The optimal retail price, optimal sales volume and optimal profit of electronic retailer are obtained, and the influence of product network adaptability and unit cost on the decision of electronic retailer is analyzed. Then, under the heterogeneity of customer perceived risk. Considering the two strategies of electronic retailer providing no return and return, the corresponding demand function is obtained, and the pricing model of electronic retailer is established under the two strategies. The optimal retail price, the optimal sales volume and the optimal profit of the electronic retailer under the condition of no return and return are obtained, and the influence of the return on the decision of the electronic retailer is analyzed. Finally, the customer heterogeneity is extended to two dimensions. At the same time, considering customer perceived value heterogeneity and customer perceived risk heterogeneity, through the construction of demand function, the corresponding e-retailer pricing model is established, and the optimal pricing of e-retailer under customer two-dimensional heterogeneity is obtained. Optimal sales volume and optimal profit. By comparing the optimal decision of electronic retailer under two-dimensional heterogeneity and one-dimensional heterogeneity, this paper studies the pricing decision of electronic retailer under customer heterogeneity. It will not only enrich the theoretical research of electronic retailers pricing, but also further improve the pricing ability of electronic retailers, so that retailers will have greater competitive power in the future, and promote the benign development of e-commerce industry.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36

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