产品质量设计与快速反应——基于短视消费者与策略消费者的比较  

Quality design and quick response in the presence of myopic and strategic consumers

作　　者：陈雯[1,2] 徐贤浩[2] 彭红霞[2] 

机构地区：[1]广州大学工商管理学院,广州510006 [2]华中科技大学管理学院,武汉430074

出　　处：《管理科学学报》2015年第8期31-38,共8页Journal of Management Sciences in China

基　　金：国家自然科学基金重点资助项目(71131004);国家自然科学基金资助项目(71471071;71271091;71172077);广东省哲学社会科学"十二五"规划资助项目(GD14CGL05);教育部人文社科青年基金资助项目(12YJC630149)

摘　　要：策略消费者会选择合适时机在低价时购入时尚型、易逝型产品,提高产品质量、快速响应市场需求能减少策略消费者的这种等待行为,但是产品质量设计和快速反应之间有什么联系?从消费者类型和订货策略两个维度比较了4种策略,分析了两者之间的联系,研究表明当面对策略消费者时,质量设计和快速反应的价值比面对短视消费者要大得多;如果市场上是短视消费者,快速反应策略应与较高的产品质量相配合,如果市场上是策略消费者,快速反应策略应与较低的产品质量相配合.Strategic consumers will look forward to buying fashionable or perishable products at lower prices. Researches show that strategies such as improving product quality and quick response to the market demand can induce strategic consumers to buy earlier, but whatg the relationship between quality design and quick response？ We categorize the strategies into four classes, different from each other in two dimensions： consumer type and ordering policy. It is found that if consumers are strategic, quality design and quick response can provide enormous additional benefits than when consumers are myopic; when consumers are myopic, quick response should be cooperated with higher quality, while if consumers are strategic, quick response should be combined with lower quality.

关 键 词：策略消费者 短视消费者 质量 快速反应 

分 类 号：F274[经济管理—企业管理]