节假日需求高峰对消费者产品选择的影响——基于零售扫描数据的实证研究  

The Effect of High Demand Periods of Holidays on Consumer's Product Choice Behaviors:An Empirical Study Based on Retailing Scanner Data

作　　者：李国栋[1] 李宏宇[2] 

机构地区：[1]上海海事大学经济管理学院,上海201306 [2]上海财经大学经济学院,上海200433

出　　处：《当代经济管理》2015年第5期26-32,共7页Contemporary Economic Management

基　　金：国家自然科学基金项目<价格逆需求周期波动的成因及消费者购买行为周期性变化分析>(71002030);教育部人文社会科学研究项目<消费者购买行为假日效应的实证研究--基于零售扫描数据的分析>(10YJC790127)

摘　　要：采用零售扫描数据研究我国节假日需求高峰对消费者产品选择行为的影响。通过对具有代表意义的季节性商品和非季节性商品的购买记录依次进行品类、产品和消费者个体三个层面的分析,发现在春节等节假日需求高峰期,消费者对季节性商品的价格弹性显著变小,表现出对价高质好的产品的明显偏好,而对非季节性商品的选择则无明显变化。季节性商品的必需品属性和社会性属性在节假日需求高峰期有所增强,是导致消费者产品选择行为发生变化的主要原因。厂商在节假日期间应相应调整季节性商品的生产和价格策略,在满足消费者需求的同时实现自身利润的最大化。This article studied how consumer＇s product choice behavior is affected by the high demand periods of holidays in China. Category lev- el, product level and individual level were analyzed through the purchase records of both seasonal and non-seasonal representative goods. The re- suits indicate that consumer＇s price elasticity of seasonal goods drops down significantly during Spring Festival and other high demand periods, and consumers prefer goods of better quality and higher price. Meanwhile, consumer＇s preference towards non-seasonal goods does not change evi- dently. The consumption of seasonal goods becomes more necessary and socialized during high demand periods, which could he the main reason that causes the change of consumer＇s product choice behavior. Therefore, producers should adjust their production and price strategies on seasonal goods during holidays in order to meet consumer＇s demands and maximize their own profits.

关 键 词：需求高峰 产品选择 价格弹性 扫描数据 

分 类 号：F270[经济管理—企业管理]