面向异质消费者的寡头零售企业信息产品与服务定价
发布时间：2018-09-10 18:08
【摘要】：随着经济全球化及科学技术的迅速发展,信息产品企业为争取更多的市场份额,逐渐选择零售的销售方式。且逐渐将重点转移到附加服务供给方面,提供同质产品的企业通过提供不同质量水平的附加服务来实现差异化。在信息产品与服务竞争性市场中,信息产品及附加服务的定价策略日渐成为信息产品零售商关心的首要问题。而以往研究多集中于单一信息产品的定价策略,没有统一考虑产品的后续服务,且假设消费者的网络外部性强度相同。本文基于异质消费者和双寡头垄断零售企业,针对基础信息产品和附加服务的销售策略选择及最优定价问题进行了分析,建立寡头企业的捆绑销售和分别销售策略的博弈模型,使得企业通过四种局势下的策略选择实现收益最大化的销售策略。同时,将差异化网络外部性强度系数引入Hotelling模型,计算企业的需求函数和收益函数,并采用两阶段静态博弈分析两家企业的定价策略和竞争行为。通过模型求解,得到四种局势下两家企业的最优定价解析解。通过数值模拟分析了潜在消费者的构成比例及市场规模对企业定价、市场占有率和最优收益产生的影响,以及不同成本和市场规模组合下企业的最优定价策略。该研究在理论方面,对提供信息产品及附加服务的寡头零售企业定价问题进行了研究,拓宽了Hotelling模型的应用领域,且丰富了以往关于信息产品定价的研究内容。同时,对现实中的寡头零售企业销售策略的选择及最优价格的确定具有一定的参考价值。
[Abstract]:With the economic globalization and the rapid development of science and technology, information product enterprises gradually choose the retail sales mode in order to gain more market share. And the emphasis is gradually shifted to the supply of additional services. Enterprises providing homogeneous products achieve differentiation by providing additional services of different quality levels. In the competitive market of information products and services, the pricing strategy of information products and additional services is becoming the primary concern of information products retailers. The previous studies focused on the pricing strategy of a single information product and did not uniformly consider the follow-up services of the product and assumed that consumers had the same degree of network externality. Based on heterogeneous consumers and duopoly monopolistic retail enterprises, this paper analyzes the choice of marketing strategies and optimal pricing of basic information products and additional services, and establishes a game model of bundled sales and separate sales strategies of oligopoly enterprises. It makes the enterprise choose the sales strategy to maximize the profit through the strategy of four situations. At the same time, the intensity coefficient of the differentiated network externality is introduced into the Hotelling model to calculate the demand function and the income function of the enterprise, and the two-stage static game is used to analyze the pricing strategy and competitive behavior of the two firms. By solving the model, the analytical solutions for the optimal pricing of two firms in four situations are obtained. Through numerical simulation, the effects of the proportion of potential consumers and market size on enterprise pricing, market share and optimal return are analyzed, as well as the optimal pricing strategy of enterprises under different cost and market size combinations. In the theoretical aspect, the pricing problem of oligopoly retail enterprises providing information products and additional services is studied, which widens the application field of Hotelling model and enriches the previous research contents on information product pricing. At the same time, it has certain reference value for the choice of the oligopoly retail enterprise's sales strategy and the determination of the optimal price.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F274
本文编号：2235215
[Abstract]:With the economic globalization and the rapid development of science and technology, information product enterprises gradually choose the retail sales mode in order to gain more market share. And the emphasis is gradually shifted to the supply of additional services. Enterprises providing homogeneous products achieve differentiation by providing additional services of different quality levels. In the competitive market of information products and services, the pricing strategy of information products and additional services is becoming the primary concern of information products retailers. The previous studies focused on the pricing strategy of a single information product and did not uniformly consider the follow-up services of the product and assumed that consumers had the same degree of network externality. Based on heterogeneous consumers and duopoly monopolistic retail enterprises, this paper analyzes the choice of marketing strategies and optimal pricing of basic information products and additional services, and establishes a game model of bundled sales and separate sales strategies of oligopoly enterprises. It makes the enterprise choose the sales strategy to maximize the profit through the strategy of four situations. At the same time, the intensity coefficient of the differentiated network externality is introduced into the Hotelling model to calculate the demand function and the income function of the enterprise, and the two-stage static game is used to analyze the pricing strategy and competitive behavior of the two firms. By solving the model, the analytical solutions for the optimal pricing of two firms in four situations are obtained. Through numerical simulation, the effects of the proportion of potential consumers and market size on enterprise pricing, market share and optimal return are analyzed, as well as the optimal pricing strategy of enterprises under different cost and market size combinations. In the theoretical aspect, the pricing problem of oligopoly retail enterprises providing information products and additional services is studied, which widens the application field of Hotelling model and enriches the previous research contents on information product pricing. At the same time, it has certain reference value for the choice of the oligopoly retail enterprise's sales strategy and the determination of the optimal price.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.2;F274
【相似文献】
相关硕士学位论文 前1条
1 王春苹;面向异质消费者的寡头零售企业信息产品与服务定价[D];天津大学;2015年
，本文编号：2235215
本文链接：https://www.wllwen.com/jingjilunwen/guojimaoyilunwen/2235215.html
