基于消费者限时抢购行为的网络零售商定价策略研究  

Study on the Pricing Strategy of E-retailers——Everyday Low Price vs.Online Flash Sale

作　　者：宋志平 

机构地区：[1]江南大学商学院

出　　处：《价格理论与实践》2018年第11期154-157,共4页Price:Theory & Practice

基　　金：国家自然科学基金面上项目(71371086);江苏省第五期“333工程”培养资金资助项目(BRA2016412);第十四批“六大人才高峰”高层次人才资助项目(JY-012);江苏省普通高校研究生实践创新计划项目(SJCX18_0658)

摘　　要：商品的折扣销售会带来潜在的消费需求,但同时也会引起消费者在正价购买时高价后悔;而参加限时抢购的消费者将同时面临低价诱惑和缺货后悔。本文根据消费者对商品价值估计的不同将其分为两种情况进行讨论,采用基于高价后悔和缺货后悔的购买行为选择函数来刻画消费者的理性行为,由此得到消费者的最优购买决策。通过比较天天平价策略和限时抢购策略下网络零售商的利润,得到网络零售商的最优定价策略,并进一步分析不同商品供应量下网络零售商的最优定价、商品可得率和期望收益。研究结果表明:网络零售商可以运用限时抢购策略来决定两个销售期的最优价格和折扣销售期商品的可得率,实现预期利润最大化。Discount sales of commodities will bring the potential consumption demand, but itwill also cause the high-price regret of consumers who buy at the normal price. Participating in flashsales, consumers will face both the temptation of low prices and shortage regret. In this article, consumersare divided into two categories, based on the estimated value of the consumers for goods. Thisarticle adds high-price regret and shortage regret to the consumers’ buying selection function whichdepicts the rational behavior of the consumers and then we get the optimal buying period of the consumers.By comparing the retailer’s profit of everyday-low-price strategy and dynamic pricing strategy based on flash sales, we getthe optimal pricing strategy of E-retailers. Furthermore, we analyze the E-retailer’s optimal prices, fill rate and the expected profit under different available supply goods.The results show that E-retailers can maximize the expected profit by using dynamic pricing strategy based on flash sales to determine the optimal price in the two sales periodsand the availability rate in the discounted period.

关 键 词：定价策略 网络零售商 平价销售 限时抢购 消费者策略行为 电商平台 

分 类 号：F274[经济管理—企业管理]