考虑消费者需求转移的限时折扣定价模式研究  

The time-limited discount pricing decision considering consumer demand transfer

作　　者：毛照昉[1] 余石强 李辉 袁锐莹 MAO Zhaofang;YU Shiqiang;LI Hui;YUAN Ruiying(College of Management and Economics,Tianjin University,Tianjin 300072,China;School of Management,Tianjin University of Commerce,Tianjin 300134,China)

机构地区：[1]天津大学管理与经济学部,天津300072 [2]天津商业大学管理学院,天津300134

出　　处：《系统工程理论与实践》2021年第12期3232-3248,共17页Systems Engineering-Theory & Practice

摘　　要：近年来,"双十一"等限时折扣营销模式带给商家和消费者互利与共赢.本文将消费者策略行为考虑到限时折扣模式中,在考虑消费者后悔的情形下分别构建仅线下单渠道与线上线下双渠道共存的两阶段限时折扣定价模型,并进一步分析了促销时间和市场特征(如不同类型消费者比例)对商家最优策略的影响.研究发现:1)消费者会因为繁忙而削弱等待限时折扣购买的倾向,商家可以设置合适的正价与折扣促使消费者正价期购买来提高利润;2)限时折扣策略的最优正价和折扣价格决策与促销时间相关,这种关系随着市场特征不同而变化;3)开展线下限时折扣的同时开通线上渠道可能减少消费者流失进而提高利润,但开通线上渠道带来的利润提升随着消费者线上购买效用的增加而减小.In recent years,"Double eleven"and other time-limited discount marketing mode brings mutual benefit and win-win to businesses and consumers.In this paper,we consider the consumer’s strategic behavior into the time-limited discount model,and construct two-stage time-limited discount pricing models with only offline channels and online and offline channels coexisting considering consumer regret,and further analyze the impact of promotion time and market characteristics(e.g.proportion of different types of consumers)on the optimal strategy of merchants.The results show that:1)Consumers will weaken the tendency of waiting for time-limited discount purchase because of being busy.Merchants can set appropriate positive price and discount to promote consumers to buy in positive price period to improve profits.2)The optimal positive price and discount price decisions of the time-limited discount strategy are related to the promotion time,which varies with different market characteristics.3)Opening online channel at the same time of offline time-limited discount may reduce the loss of consumers and increase profits,but the increase of profits brought by opening online channel decreases with the increase of consumers’online purchasing utility.

关 键 词：策略型消费者 需求转移 消费者后悔 限时折扣 

分 类 号：F272.3[经济管理—企业管理]