發(fā)布時(shí)間：2018-01-10 17:23

  本文關(guān)鍵詞：基于顧客異質(zhì)性的電子零售商定價(jià)決策研究　出處：《昆明理工大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 電子零售 定價(jià) 顧客異質(zhì)性 感知價(jià)值 感知風(fēng)險(xiǎn)

【摘要】：互聯(lián)網(wǎng)的興起以及電子商務(wù)的不斷發(fā)展,使得網(wǎng)絡(luò)營(yíng)銷(xiāo)成為當(dāng)今最熱門(mén)的營(yíng)銷(xiāo)推廣方式,電子零售店已成為零售商新興的營(yíng)銷(xiāo)渠道。而隨著上網(wǎng)人數(shù)的不斷增加,覆蓋的區(qū)域越來(lái)越廣泛,與傳統(tǒng)零售相比,電子零售具有得天獨(dú)厚的優(yōu)勢(shì),電子零售交易額所占社會(huì)零售總額的比例也在不斷增加。然而,電子零售商想在營(yíng)銷(xiāo)渠道占有一席之地,則必須考慮消費(fèi)者網(wǎng)絡(luò)購(gòu)物的特征,才能夠保證電子渠道適時(shí)地發(fā)揮作用,從而形成良好的在線購(gòu)物環(huán)境。在此背景下,顧客對(duì)網(wǎng)絡(luò)產(chǎn)品的感知價(jià)值和網(wǎng)絡(luò)購(gòu)物的感知風(fēng)險(xiǎn)已成為影響電子零售商定價(jià)的關(guān)鍵因素,顧客異質(zhì)性逐漸推動(dòng)電子零售商重新考慮產(chǎn)品的定價(jià)問(wèn)題。因此,本文的目標(biāo)是結(jié)合顧客異質(zhì)性,根據(jù)產(chǎn)品價(jià)格、顧客感知價(jià)值以及顧客感知風(fēng)險(xiǎn)與需求之間的關(guān)系,建立電子零售商定價(jià)模型,使得電子零售商獲取最大利潤(rùn)。首先,文章利用消費(fèi)者效用理論,在顧客感知價(jià)值異質(zhì)性下得到新的需求函數(shù),建立電子零售商定價(jià)模型,并得出電子零售商的最優(yōu)零售價(jià)格、最優(yōu)銷(xiāo)售量和最優(yōu)利潤(rùn),分析產(chǎn)品網(wǎng)絡(luò)適應(yīng)性和單位成本對(duì)電子零售商決策的影響。然后,在顧客感知風(fēng)險(xiǎn)異質(zhì)性下,考慮電子零售商提供無(wú)退貨和退貨兩種策略,得到對(duì)應(yīng)的需求函數(shù),建立兩種策略下電子零售商定價(jià)模型,分別得出電子零售商在無(wú)退貨和退貨下的最優(yōu)零售價(jià)格、最優(yōu)銷(xiāo)售量和最優(yōu)利潤(rùn),并分析退貨對(duì)電子零售商決策的影響。最后,將顧客異質(zhì)性擴(kuò)展到二維,同時(shí)考慮顧客感知價(jià)值異質(zhì)和顧客感知風(fēng)險(xiǎn)異質(zhì)情形,通過(guò)需求函數(shù)的構(gòu)建,建立相應(yīng)電子零售商定價(jià)模型,得出顧客二維異質(zhì)性下電子零售商最優(yōu)定價(jià)、最優(yōu)銷(xiāo)售量和最優(yōu)利潤(rùn),并對(duì)電子零售商在二維異質(zhì)性下的最優(yōu)決策與一維異質(zhì)性下的最優(yōu)決策進(jìn)行對(duì)比分析。通過(guò)對(duì)顧客異質(zhì)性下電子零售商定價(jià)決策的研究,不僅將豐富電子零售商定價(jià)的理論研究,還將進(jìn)一步提高電子零售商的定價(jià)能力,使零售商在未來(lái)具備更大的競(jìng)爭(zhēng)能力,推動(dòng)電商行業(yè)良性發(fā)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.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.36

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