基于参考依赖理论的Hotelling模型的企业定价战略  

Enterprise Pricing Strategy of Hotelling Model Based on Reference Dependence Theory

作　　者：吴靓雯 王中立 Jingwen Wu;Zhongli Wang(Chongqing Jiaotong University,Chongqing,400074,China)

机构地区：[1]重庆交通大学,重庆400074

出　　处：《财经与管理》2019年第5期23-25,共3页Finance and Management

摘　　要：应用参考依赖理论,本文提出了改进的Hotelling模型。经典Hotelling模型归因于消费者行为的不确定性,无法随着市场需求的变化确定某一特定情况的最优定价。改进后的Hotelling模型通过模拟消费者偏好异质性,识别边缘消费者的位置,得到需求函数的简化形式,并进一步提出两家竞争公司情况下各自的利润函数,计算出最优解。该理论部分参数由消费者的心理和行为确定,因此公司需根据市场需求分析量化部分参数,方可确定最优定价。Based on the reference dependency theory,this paper puts forward an improved Hotelling model.The classical Hotelling model is attributed to the uncertainty of consumer behavior and cannot determine the optimal pricing of a particular situation with the change of market demand.By simulating the heterogeneity of consumer preference,the improved Hotelling model identifies the position of marginal consumers,obtains the simplified form of demand function,and further puts forward the profit function of each of the two competitive companies,and calculates the optimal solution.Part of the theoretical parameters are determined by the psychology and behavior of consumers,so the company needs to analyze and quantify some of the parameters according to the market demand in order to determine the optimal pricing.

关 键 词：HOTELLING模型 参考依赖理论 企业定价策略 

分 类 号：F27[经济管理—企业管理]