基于售后服务视角的农业机械企业动态定价及策略研究

发布时间：2018-01-07 14:35

本文关键词：基于售后服务视角的农业机械企业动态定价及策略研究　出处：《西南科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国是农业大国,农业机械化的发展对推进农业现代化有着关键性的作用。随着中国城镇化和工业化的不断发展,农村劳动力出现严重短缺。从2004年开始,国家加大对于农业机械的财政补贴,农业机械市场面临着广阔的发展空间。然而,随着补贴政策的相继出台,不仅改变了消费者的需求,也影响了企业动态定价策略的执行效果。因此,在竞争激烈的市场中和同质化趋势严重的情形下,农业机械企业如何构建更合理的定价策略需要我们不断探索、研究,不能仅仅依靠企业决策者的经验,更需要理论的指导。动态定价虽然是一种备受企业和学术界关注的定价方法,同时在这方面的研究国内外也取得了丰富的研究成果,这为本论文的研究提供了些许便利,但一般都集中在垄断及两周期环境下进行研究,这必然使动态定价方法脱离了竞争越来越激烈的农业机械市场。因此,基于垄断环境和企业售后服务水平提出了具有“学习”功能的需求函数,构建了多周期动态定价模型,分析企业的动态定价策略,并将研究结论运用到农业机械行业,具有重要的理论和实践意义。研究结论表明:(1)垄断环境下,企业产品定价在短期和长期内都具有“振荡”波动性质,但是在长期内趋于一恒定值。(2)垄断环境下当周期数趋于无穷大时,企业产品价格“振荡”幅度或程度是逐渐降低的,具有一定的收敛性,产品销售价格可能趋于消费者的保留价格和企业的单位运营成本。
[Abstract]:China is a large agricultural country, the development of agricultural mechanization plays a key role in promoting agricultural modernization. With the continuous development of urbanization and industrialization in China. Since 2004, the government has increased the financial subsidies for agricultural machinery, the agricultural machinery market is facing a broad space for development. However, with the introduction of subsidy policy one after another. It not only changes the demand of consumers, but also affects the implementation effect of dynamic pricing strategy. Therefore, in the competitive market and the serious trend of homogenization. How to build a more reasonable pricing strategy for agricultural machinery enterprises requires us to explore and study continuously, and not only rely on the experience of enterprise decision makers. Although dynamic pricing is a kind of pricing method which attracts the attention of enterprises and academia, it has also made rich research results at home and abroad. This provides some convenience for the research of this paper, but generally focuses on the monopoly and two-cycle environment, which inevitably makes the dynamic pricing method out of the increasingly competitive agricultural machinery market. Based on the monopoly environment and the enterprise after-sales service level, this paper puts forward the demand function with the function of "learning", constructs the multi-cycle dynamic pricing model, and analyzes the dynamic pricing strategy of the enterprise. It is of great theoretical and practical significance to apply the research conclusions to the agricultural machinery industry. The research results show that under the monopoly environment, the pricing of enterprise products has the nature of "oscillation" in the short and long term. However, in the long run, when the number of periods tends to infinity in the monopolistic environment, the amplitude or degree of the "oscillation" of the enterprise price is gradually decreasing, and it has a certain convergence. Product sales prices may tend to consumer retention prices and business unit operating costs.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4

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