消费者等待和转移购买行为下的易逝品定价策略研究
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重庆交通大学

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TP273

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Research on pricing strategies of perishable products considering consumers’ delay purchase behavior and switching purchase behavior
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Chongqing Jiaotong University

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    摘要:

    针对消费者转移和等待两种购买行为下的易逝品销售市场,构建了两阶段双寡头零售商降价和匹配定价模型,讨论了模型的简化运算方式,分析了两种行为构成比例对零售商决策的影响,并进一步论证了降价和匹配定价策略的有效性。研究表明,消费者异质购买行为下,转移和等待消费者的构成比例是零售商决策的重要因素,对零售商的期望收益具有双向影响;当消费者延迟购买程度适中时,低需求零售商应主动采取价格匹配策略,并辅以更大程度的降价形成与高需求零售商“不直接对话”的协调,实现市场帕累托改进,否则降价策略是其唯一的可选策略。高需求零售商也可主动采取两周期价格匹配策略,在消费者延迟购买意愿强烈的情况下缓解与低需求零售商的竞争,实现期望收益的增加。

    Abstract:

    Based on the coexistence of consumers’ delay purchase behavior and switching purchase behavior of perishable products market, we establish a two-stage model of duopoly under markdown strategy and price matching strategy. Through exploring the simplified operation of the model and analyzing the impact of proportion of the two behaviors on retailers’ decision-making, this paper further demonstrates the effectiveness of markdown strategy and price matching strategy. The findings show that, under the heterogeneous purchasing behavior of consumers, the proportion of the two behaviors doesShaveSimportantSimpactSonSretailers’Sdecisions, which has a dual effect on the retailer’s expected profits. When consumers’ willingness of delay purchase is moderate, retailers with low demand should take the initiative to implement price matching strategy, supplemented by markdown sharply, to form a “dislocation coordination” with high demand retailers, so as to realize Pareto improvement of the market. Otherwise, markdown strategy is the optimal strategy. High demand retailers can also adopt two-stage price matching strategy actively to alleviate the competition with low demand retailers and increase its expected profits when consumers are very likely to delay the purchase.

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  • 收稿日期:2020-07-30
  • 最后修改日期:2021-01-20
  • 录用日期:2021-02-10
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