消费者视角的市场锁定现象机理与模拟  

Mechanism and Simulation Study on the Market Lock-in Phenomenon from the Consumer Perspective

作　　者：周彦莉[1,2] 赵炳新[1] 

机构地区：[1]山东大学管理学院,济南250100 [2]济南大学商学院,济南250002

出　　处：《系统管理学报》2017年第1期63-70,77,共9页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(71371108);山东省社会科学规划研究资助项目(15DGLJ08);山东省高校人文社科研究计划资助项目(J15WB38)

摘　　要：市场锁定现象对企业和消费者影响重大,指消费者陷入"被动地"持续购买某产品的锁定状态,而该产品在技术和特征上并非优于同类竞争产品。为研究市场锁定现象产生的条件与演化机理,首先对其特征和内涵进行分析,并从消费者决策方面析别出导致市场锁定现象的因素,提出了包含这些因素的消费者决策模型。在模型指导下模拟了不同条件下的市场锁定现象,结果显示,本研究的决策模型能够反映市场锁定本质和演化机理,可用于指导实践工作,并进一步提出了企业"锁住"和"解锁"消费者的策略和建议。The market lock-in phenomenon has significant impact on businesses and consumers. Lock-in means that the majority of consumers in the market continually buy a product ＂passively＂, even for the inferior products in regard to technology and features. In order to study the market conditions and the evolution mechanism of the market lock-in phenomenon, we first analyze its features and connotations, and identify the factors leading to market lock-in phenomenon from the consumer perspective. Furthermore, we propose a consumer decision model with these factors. Using this model, we simulate the market lock- in phenomenon with different conditions. The results show that the model reflects the nature and evolution of the market lock-in phenomenon, and can be used to guide practice. Furthermore, we propose some strategies and recommendations for enterprise to ＂lock-in＂ and ＂unlock-in＂ consumers.

关 键 词：市场锁定现象 购买动机 预期收益 转移成本 

分 类 号：C934[经济管理—管理学]