發(fā)布時(shí)間：2018-03-16 21:37

  本文選題：多樣化購買　切入點(diǎn)：滯留成本　出處：《中國管理科學(xué)》2017年03期 　論文類型：期刊論文

【摘要】：很多市場環(huán)境下,廠商針對消費(fèi)者尋求多樣化購買采取預(yù)先承諾定價(jià)的營銷策略。本文建立兩期動(dòng)態(tài)博弈模型,研究消費(fèi)者尋求多樣化購買對廠商預(yù)先承諾定價(jià)行為和市場績效的影響。研究結(jié)果表明:(1)在預(yù)先承諾定價(jià)機(jī)制下,廠商通過預(yù)先承諾定價(jià)向老顧客收取低價(jià),向新顧客索取高價(jià);(2)消費(fèi)者尋求多樣化購買弱化了廠商間的競爭,導(dǎo)致"默契合謀";(3)與其他定價(jià)機(jī)制相比,預(yù)先承諾定價(jià)機(jī)制提升了消費(fèi)者剩余,降低了廠商利潤和社會總福利。本文的研究結(jié)果很好地解釋了現(xiàn)實(shí)經(jīng)濟(jì)中許多廠商的定價(jià)策略行為,對其產(chǎn)品營銷戰(zhàn)略具有重要指導(dǎo)意義。
[Abstract]:In many market environments, manufacturers adopt pre-commitment pricing strategies for consumers seeking diversified purchases. In this paper, a two-phase dynamic game model is established. The research results show that under the advance commitment pricing mechanism, the firm collects low price from the old customers through the advance commitment pricing mechanism, and studies the effect of consumers' diversified purchase on the firm's pre-commitment pricing behavior and market performance. Consumers seeking to diversify their purchases weaken competition among firms, resulting in "tacit collusion".) compared with other pricing mechanisms, pre-commitment pricing mechanisms increase consumer surplus. The research results of this paper explain the pricing strategy behavior of many firms in the real economy and have important guiding significance for their product marketing strategy.
【作者單位】： 上海財(cái)經(jīng)大學(xué)國際工商管理學(xué)院;
【基金】：國家自然科學(xué)基金資助項(xiàng)目(71172139)
【分類號】：F713.55;F274
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本文編號：1621750