基于厌恶损失偏好的商品差价研究  

Study of commodity price differences based on loss aversion preference

作　　者：宋孟书 郭永江[1] SONG Meng-shu;GUO Yong-jiang(School of Science,Beijing University of Posts and Telecommunications,Beijing 100876,China)

机构地区：[1]北京邮电大学理学院,北京100876

出　　处：《哈尔滨商业大学学报（自然科学版）》2020年第4期493-499,共7页Journal of Harbin University of Commerce：Natural Sciences Edition

基　　金：中央高校基本科研业务费专项资金(2019XD-A11);国家自然科学基金(11871116).

摘　　要：研究面对损失厌恶型顾客的推出多类产品的生产商的定价决策.针对由单一风险中性垄断生产商和单一损失厌恶消费者组成的供应链系统,通过研究消费者的事前效益,为生产商提供了两阶段定价的定价策略:在第0阶段,生产商给出设计的产品类型及相应的预售价格,形成价格分布函数;在第1阶段,生产商于其在第0阶段给出的价格分布函数中选定上市的产品类型及相应价格.并且,通过分析,得到了第0阶段中不同类别产品之间的最优差价,从而提高了商家效益.This paper studied the pricing decision of manufacturers with multiple products facing loss averse customers.For the supply chain system composed of single risk neutral monopoly manufacturer and single loss averse consumer,provided a two-stage pricing strategy for manufacturers by studied the prior benefits of consumers.In stage 0,the manufacturer gives the price distribution function with the product types and corresponding pre-sale prices;in stage 1,the manufacturer selects the product type and the corresponding price in the price distribution function which given by the manufacturer in stage 0.Moreover,the optimal price differences between different types of products was obtained,so as to improve the benefits of businesses.

关 键 词：多类产品 厌恶损失 参照点 事前效益 消费效用 损益效用 最优差价 

分 类 号：F272[经济管理—企业管理]