消费者偏好下基于辐条模型的寡头定价研究  

Oligarch Pricing in Spoke Model with Consumer Preference

作　　者：谭美容[1] 李豪 TAN Meirong;LI Hao(School of Economics,Rongzhi College of Chongqing Technology and Business University,Chongqing 401320,China;School of Economics and Management,Chongqing Jiaotong University,Chongqing 400074,China)

机构地区：[1]重庆工商大学融智学院经济学院,重庆401320 [2]重庆交通大学经济与管理学院,重庆400074

出　　处：《工业工程》2020年第4期93-96,139,共5页Industrial Engineering Journal

基　　金：国家社会科学基金青年资助项目(18CJL031);国家重点研发计划资助项目(2017YFB1401701)。

摘　　要：从消费者的购买行为着手,研究考虑消费者偏好下的寡头价格博弈。基于Hotelling模型建立寡头竞争的辐条模型,通过数理推导得出企业在消费者不同购买意愿下的最优定价,并得出如下结论:当消费者购买意愿较小时,市场处于区域垄断;当消费者购买意愿较大时,市场处于非区域垄断。应用算例验证理论分析的结果,同时还发现,不管是在区域垄断竞争还是非区域垄断竞争,消费者购买意愿与企业的期望收益都呈正相关关系。The oligopolistic pricing game considering consumer preference from the consumer’s purchasing behavior is studied.A spoke model is built based on the Hotelling model,and then through mathematical derivation,the optimal pricing of firms is obtained under different purchase intentions.The following conclusions are drawn:when the consumers are less willing to buy,the market is in a regional monopoly;when the consumers are willing to buy,the market is in a non-regional monopoly.The results of the theoretical analysis are verified by numerical examples.At the same time,it is found that whether the market is in regional monopoly competition or in non-regional monopoly competition,the consumer’s purchase intention is positively correlated with the expected revenue of firms.

关 键 词：消费者偏好 辐条模型 定价 

分 类 号：F272.3[经济管理—企业管理]