基于消费者类型的耐用品销售定价研究  

Study of Pricing When the Monopolist Sells the Durable Goods Based on the Consumer's Type

作　　者：张翔[1,2] 谭德庆[1] 苏浩[1] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]四川建筑职业技术学院经管系,四川德阳618000

出　　处：《预测》2010年第3期26-30,共5页Forecasting

基　　金：国家自然科学基金资助项目(70371045)

摘　　要：基于消费者类型,建立了消费者在耐用品两个服务周期上的效用模型,由此分析了新、旧耐用品的市场覆盖,并研究了垄断商的最优销售定价问题及相关特征。研究得到:(1)在两个周期上新耐用品的最优销售定价均先随耐用度增加而降低,后随耐用度增加而提高;但第一期新耐用品的隐含租赁价格随耐用度单调递减,第二期旧耐用品的销售价格随耐用度单调递增;(2)在耐用品销售时,垄断商的利润随着耐用度的降低而增加,垄断商有降低产品耐用度的激励;(3)在垄断商最优销售定价下,第一期新耐用品的市场覆盖随耐用度单调递减;第二期新耐用品的市场覆盖要高于第一期。并通过实例验证了结论的有效性。In this paper, we construct the utility model of the different type consumers who buy the durable goods in two periods. Derive the new and used durable goods＇ coverage. Then we discuss the optimal sale＇ s pricing of the durable goods monopolist in the two periods and analyse their features. We obtain some conclusions as follow： （ 1 ） the optimal sale＇s pricing of the durable goods monopolist decrease first, then increase when the durability increase in the two peri- ods;But the implicit rental price is always decreasing in the first period ,and the used durable goods＇ selling price is al- ways increasing in the second periond. （2） When selling, the total profits of the two perionds is decreasing as the dura- bility increases. So the monopolist have incentives to decrease their products＇ durability. （3） When the monopolist set- ting the optimal sale price, the new durable goods coverage decreases in the first periond as the durability increases, and the new durable goods coverage is higher in the first period than in the second period. At last, we prove that the conclu- sions are robust by some real life examples.

关 键 词：耐用品 垄断商 销售定价 消费者类型 二手市场 

分 类 号：F713.50[经济管理—市场营销]