消费者等待和转移购买行为下的易逝品定价策略  

Pricing strategies of perishable product with consumers’waiting and switching purchase behavior

作　　者：李豪 蒋禄欢 彭婷 LI Hao;JIANG Lu-huan;PENG Ting(School of Economics and Management,Chongqing Jiaotong University,Chongqing 400074,China;Western China Transportation-Economy-Society Development Studies Center,Chongqing 400074,China)

机构地区：[1]重庆交通大学经济与管理学院,重庆400074 [2]西部交通与经济社会发展研究中心,重庆400074

出　　处：《控制与决策》2022年第4期1035-1044,共10页Control and Decision

基　　金：国家自然科学基金项目(71402012)。

摘　　要：针对消费者等待和转移两种购买行为下的易逝品销售市场,构建两阶段双寡头零售商降价和匹配定价模型,讨论模型的简化运算方式,分析两种行为构成比例对零售商决策的影响,并进一步论证降价和匹配定价策略的有效性.研究表明,消费者异质购买行为下,等待和转移消费者的构成比例是零售商决策的重要因素,对零售商的期望收益具有双向影响;当消费者延迟购买程度适中时,低需求零售商应主动采取价格匹配策略,并辅以更大程度地降价形成与高需求零售商“不直接对话”的协调,实现市场帕累托改进,否则降价策略是其唯一的可选策略.高需求零售商也可主动采取两周期价格匹配策略,在消费者延迟购买意愿强烈的情况下缓解与低需求零售商的竞争,实现期望收益增加.Considering perishable product markets with consumers’waiting and switching purchase behavior,a twostage model of duopoly is established,which aims to obtain the equilibrium under markdown strategy and price matching strategy respectively.Firstly,the paper analyzes the impact of proportion of the two behaviors on retailers’decisionmaking.Then,the simplified operation of the model is presented to demonstrate the effectiveness and feasibility of the proposed two strategies.The study shows that,under the heterogeneous purchasing behavior of consumers,the proportion of two behaviors not only has significant influence on retailers’decisions,but also has a dual effect on the their expected profits.When consumers’willingness of delay purchase is moderate,retailers with low demand should take the initiative to implement the price matching strategy,supplemented by markdown sharply,to form a“dislocation coordination”with high demand retailers,so as to realize Pareto improvement of the market.Otherwise,the markdown strategy is the optimal choice.High demand retailers can also adopt two-stage price matching strategy actively to alleviate the competition with low demand retailers and increase its expected profits when consumers are very likely to delay the purchase.

关 键 词：易逝品 异质购买行为 降价策略 价格匹配策略 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]