关于概率销售的动态演化博弈研究
发布时间：2019-02-08 19:09
【摘要】：在异质产品市场的国内外双寡头销售商垄断销售背景下,本文借助Hotelling模型研究了概率销售和传统销售策略作为决策变量的动态博弈演化过程,系统演化的结果表明零售商策略的选择受消费者对概率销售的认同程度以及产品差异程度的双重影响,同时兼顾不同类型消费者群体的需求:当消费者对概率产品的认同度足以弥补产品差异的损失时,消费者会选择概率产品,否则消费者会选择传统销售产品;对于一些不确定群体以及对概率销售完全不消费群体等特殊群体的消费者采用传统销售和概率销售相结合的灵活销售策略.本文的结果对概率销售理论研究具有一定的指导意义,并为概率销售实践提供了理论依据.
[Abstract]:Under the background of monopolistic sales of duopoly sellers at home and abroad in heterogeneous product markets, this paper studies the dynamic game evolution process of probability sales and traditional sales strategies as decision variables by means of Hotelling model. The result of system evolution shows that the choice of retailer strategy is influenced by the degree of consumer's approval of probabilistic sales and the degree of product difference. At the same time, the needs of different types of consumer groups are taken into account: when the consumer's acceptance of probabilistic products is sufficient to compensate for the loss of product differences, consumers will choose probabilistic products, otherwise consumers will choose traditional sales products; For some uncertain groups as well as some special groups such as probabilistic sales groups such as non-consumer groups the flexible marketing strategy combining traditional sales and probability sales is adopted. The results of this paper have a certain guiding significance for the study of probabilistic sales theory and provide a theoretical basis for probabilistic sales practice.
【作者单位】： 东南大学经济与管理学院;武汉理工大学管理学院;
【基金】：国家自然科学基金(71171048,71371049,71771051,71701158)~~
【分类号】：F224.32;F274
本文编号：2418693
[Abstract]:Under the background of monopolistic sales of duopoly sellers at home and abroad in heterogeneous product markets, this paper studies the dynamic game evolution process of probability sales and traditional sales strategies as decision variables by means of Hotelling model. The result of system evolution shows that the choice of retailer strategy is influenced by the degree of consumer's approval of probabilistic sales and the degree of product difference. At the same time, the needs of different types of consumer groups are taken into account: when the consumer's acceptance of probabilistic products is sufficient to compensate for the loss of product differences, consumers will choose probabilistic products, otherwise consumers will choose traditional sales products; For some uncertain groups as well as some special groups such as probabilistic sales groups such as non-consumer groups the flexible marketing strategy combining traditional sales and probability sales is adopted. The results of this paper have a certain guiding significance for the study of probabilistic sales theory and provide a theoretical basis for probabilistic sales practice.
【作者单位】： 东南大学经济与管理学院;武汉理工大学管理学院;
【基金】：国家自然科学基金(71171048,71371049,71771051,71701158)~~
【分类号】：F224.32;F274
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