参照效用下的自提服务价格与品牌形象决策  

Price and brand decision of pickup service under reference utility

作　　者：韩珣[1,3] 张锦 HAN Xun;ZHANG Jin(School of Transportation and Logistics,Southwest Jiaotong University,Chengdu 610031,China;National United Engineering Laboratory of Integrated and Intelligent Transportation,Southwest Jiaotong University,Chengdu 610031,China;Department of Transportation Management,Sichuan Police College,Luzhou 646000,China)

机构地区：[1]西南交通大学交通运输与物流学院,四川成都610031 [2]西南交通大学综合交通运输智能化国家地方联合工程实验室,四川成都610031 [3]四川警察学院道路交通管理系,四川泸州646000

出　　处：《计算机集成制造系统》2020年第7期1931-1941,共11页Computer Integrated Manufacturing Systems

基　　金：国家社科基金青年资助项目(16CGL018)。

摘　　要：针对顾客对自提服务产品的价格和品牌形象均存在参照效应的情况,通过网点距离、服务产品价格和品牌形象共同构建顾客总效用函数,并采用概率函数描述顾客的选择行为,建立了以利润最大化为目标的服务产品价格和品牌形象决策模型。同时,设计了遗传算法进行求解,结果表明,顾客对各效用因子的重视程度,影响着企业的产品价格制定和品牌形象设立。而企业在价格降低或品牌形象提升受限时,通过决策因素的多周期波动,在吸引顾客的同时提高了企业收益。With the popularization of pickup mode, the customer demand shows diversified characteristics, requiring the terminal distribution enterprises to provide more personalized service to gain the advantage in the competition. Considering the reference utility in price and brand, customer utility function was composed by distance of pickup points, price and brand of services, and customer selection behavior was depicted with probability function. Price and brand decision model of pickup service with the goal of maximizing profit was established. Genetic algorithm was used to solve the problem, and the result revealed that customers’ emphasis on each utility factor would affect the enterprise’s decision of setting price and brand. With limited space for price compression or brand promotion, enterprise could attract customers and increase profits through the multi-cycle fluctuation of price or brand.

关 键 词：定价 品牌形象 参照效用 自提服务 遗传算法 

分 类 号：F270[经济管理—企业管理] F224.3[经济管理—国民经济]