考虑顾客偏好与绿色敏感度的竞争企业定价策略研究  

Study on Competing Enterprises Pricing Strategy Considering Customer Preference and Green Sensitivity

作　　者：张玉行 王英 ZHANG Yu-hang;WANG Ying(College of Economic and Management,Nanfing University of Aeronautics and Astronautics,Nanfing 211100)

机构地区：[1]南京航空航天大学经济与管理学院

出　　处：《软科学》2018年第8期59-62,共4页Soft Science

基　　金：国家自然科学基金项目(71373121);江苏省普通高校研究生科研创新计划项目(KYZZ16_0152)

摘　　要：基于Hotelling经典模型构建顾客效用函数,并由此得出企业的需求函数,分析两个公司是否、何时采取无差异定价和歧视定价策略,探讨了消费者异质性对采取无差异定价、歧视定价以及非对称定价的两个公司的利润影响。研究结果表明：不同的顾客绿色敏感度对公司定价选择策略的影响不同,当顾客对两公司产品的绿色敏感度相同时,公司采取无差异定价不存在均衡解,否则可能存在均衡解;即使公司承诺不先导采取歧视定价,互相竞争的两个公司将会陷入都采取歧视定价的囚徒困境,且相对于无差异定价,两个公司都会面临利润损失。This paper analyzes the enterprise pricing strategy considering consumer preference and green sensitivity under the competitive environment. Based on basic Hotelling model,it builds a customer utility function and then gets the demand function of company through formula derivation. This paper analyzes if and when both firms in supply chain adopt indifference pricing and pricing discrimination,discusses the impact of consumer heterogeneity on companies＇ profit earned by the one which adopts indifference pricing,pricing discrimination or asymmetric pricing. Results show that there exits different impact of different green sensitivity on selection strategy of company pricing,if the green sensitivity to two companies is equal,the company which adopts indifference pricing has no equilibrium solution,or there is. Even if company has the capability to pre-commit to not adopting pricing discrimination,competing firms can be locked in a prisoner＇s dilemma and lose profits compared to adopting indifference pricing.

关 键 词：歧视定价 无差异定价 绿色敏感度 HOTELLING模型 

分 类 号：F274[经济管理—企业管理]