消费者有限理性差异对供应商最优产品定价的影响:一个双层群体博弈模型  

The impact of bounded rational differences in consumers on suppliers’ product pricing:A two-level population game model

作　　者：王兆华[1] 李昊 张斌[1] WANG Zhaohua;LI Hao;ZHANG Bin(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《系统工程理论与实践》2022年第1期144-154,共11页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(71774014,91746208);国家重点研发计划(2016YFA0602504)。

摘　　要：受有限理性差异影响,消费者在学习优势策略时会采取纯模仿或概率模仿等不同方式,并对供应商的产品定价产生重要影响.本文以群体博弈建模和仿真技术为依托,分析了在纯模仿和概率模仿两种有限理性形式下供应商的最优产品定价,并进一步讨论了产品成本和交易成本对产品定价的影响.研究结果表明:1)相比于纯模仿方式,消费者的概率模仿会促使供应商给出更高的产品定价;2)供应商产品成本的差异化和市场交易成本的下降则会压低产品定价.研究结论对引导消费者开展合理决策、提升消费者福利具有重要意义.Affected by the difference of bounded rationality,consumers will adopt different methods such as pure imitation or probabilistic imitation when learning advantage strategies,and have an important impact on the supplier’s product pricing strategy.Based on population game modeling and simulation technology,this paper analyzes suppliers’ optimal product prices under two forms of bounded rationality,pure imitation and probabilistic imitation,and further discusses the impact of product costs and transaction costs on product prices.The research results show that:1) compared with pure imitation,the probabilistic imitation of consumers will prompt suppliers to give higher product prices;2) the differentiation of supplier product costs and the decline of market transaction costs will depress product prices.The research conclusions are of great significance for guiding consumers to make reasonable decisions and improving consumer welfare.

关 键 词：有限理性差异 最优产品定价 双层群体博弈 量子粒子群算法 

分 类 号：F224.32[经济管理—国民经济]