预付式消费方式下的商品定价策略  

Product Pricing Strategies under Prepaid Consumption Pattern

作　　者：王宁[1] 孙飞[1] 单晓红[2] 杨学成[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876 [2]北京工业大学经济管理学院,北京100124

出　　处：《系统工程》2015年第8期111-116,共6页Systems Engineering

基　　金：国家自然科学基金资助项目(71202155);北京市教委2013年度人文社科项目(SM201310005002)

摘　　要：在回顾有关预付式消费和消费者购买决策理论的基础上,以感知价值作为衡量消费者购买决策的变量,针对提供预付式消费方式的商家建立最优定价模型,分析不同情况下商家的最优定价策略、市场结构和综合利润。分析结果表明:传统和预付式消费并存的混合模式总是优于纯传统消费模式;预付式消费最优定价与传统消费定价成正相关;消费者对商家的信任度正向影响预付式消费的最优定价、市场份额和利润;提前获取资金的收益率和预付费额度负向影响预付式消费的最优定价,但是正向影响商家利润;提前获取资金的收益率越高,预付式消费的市场份额越大;预付费额度对市场结构没有影响。In the review of previous study on prepaid consumption and consumer purchase decision theory,for merchants that provide prepaid consumption,this paper establishes an optimal pricing strategy model,taking perceived value as a variable to measure consumer purchase decision.And further analysis is made on the optimal pricing strategy,market structure and consolidated profit under different scenarios.The results show that：（1）the mixed pattern is always better than the pure traditional consumption pattern;（2）the optimal pricing of prepaid consumption is positively related with the price under traditional consumption pattern;（3）consumer confidence has positive impact on the optimal pricing,market share and final profit;（4）the return rate of funds and prepaid amount negatively influence the optimal pricing,but positively influence the final profit;（5）as the return rate of funds becomes higher,the market share of prepaid consumption becomes bigger;and（6）the prepaid amount have no impact on the market structure.

关 键 词：消费决策 预付式消费 感知价值 感知风险 

分 类 号：F270[经济管理—企业管理]