消费者囤积行为和加速消费与零售商价格竞争策略  

Retailer's Price Competition Strategy Based on Consumer's Stockpiling Behavior and Consumption Acceleration

作　　者：李妍嫣[1] 徐亚婷[1] 

机构地区：[1]北京工商大学商学院,北京100048

出　　处：《北京工商大学学报（社会科学版）》2011年第3期19-24,共6页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：北京市人才强教深化计划"市场营销"学术创新团队项目(HR201106111)

摘　　要：本文将加速消费效应和消费成本作为引起市场需求转移和需求扩大的内生变量,分析了囤积行为和加速消费对零售企业价格竞争策略的影响。研究表明:在产品具有同质性和消费者偏好无差异的情况下,零售商的价格竞争策略是混合策略且存在纳什均衡;在消费者的消费成本较低的条件下,促销价格存在均衡;当存在加速消费效应时,在消费成本较低的条件下,加速消费加剧了零售商价格竞争的频率和深度;而当消费者的消费成本相对较高时,加速消费反而可以减缓零售商价格竞争的频率和深度。这说明消费成本改变了消费者囤积决策,从而影响了加速消费效应。In this paper,consumption acceleration effect and consumption cost are identified as endogenous variables to cause the demand transfer and the enlarged demand.It analyzes the influence of stockpiling behavior and consumption acceleration upon retailer＇s price competition strategy.The research shows that in homogeneous market,when consumer＇s preference keeps constant,retailer＇s price competition is a mixed strategy with Nash-equilibrium.The price promotion has the equilibrium when the consumption cost remains relatively low.Consumption acceleration will strengthen the frequency and depth of equilibrium when the consumption cost is relatively low.On the contrary,when the consumption cost is relatively high,consumption acceleration will reduce the frequency and depth of retailer＇s price competition.This indicates that consumption cost changes the decision-making of consumer＇s stockpiling and further influences the consumption acceleration effect.

关 键 词：囤积行为 加速消费 价格促销 零售价格竞争 

分 类 号：F714[经济管理—产业经济] F713.32