基于消费者偏好细分的手机制造商决策模型  

Decision-Making Model of Mobile Phone Manufacturers Based on Consumer Preference Segmentation

作　　者：王卓 WANG Zhuo(School of Economics and Management,Qilu Normal University,Jinan 250200,China)

机构地区：[1]齐鲁师范学院经济与管理学院,山东济南250200

出　　处：《经济与管理评论》2022年第5期124-138,共15页Review of Economy and Management

基　　金：国家自然科学基金项目“电商供应链的公平关切决策与协调研究”(71971129)。

摘　　要：消费者细分的背景下,将消费者分为原始消费者和新晋消费者两类,分析两类消费者对两种手机品牌的不同购买偏好,讨论不同市场需求模型下手机制造商的定价策略。研究表明:在旧手机“以旧换新”条件下,手机制造商的利润较高,旧手机“以旧换新”既有利于保护环境又能够增加手机制造商的利润,是一个双赢的过程;原始消费者所占市场比例和偏好系数会导致手机制造商在不同决策模型中的利润有较大波动,从而直接影响手机制造商对定价模型的选择;结合案例分析,提出手机制造商不同模型下的具体定价调整策略,为手机制造商及时响应市场提供指导。In the context of consumer segmentation,consumers are divided into original consumers and new consumers.The purchasing preferences of two types of consumers for the two cell phone brands are analyzed to discuss the pricing strategies of cell phone manufacturers under different market demand models.The research shows:(1) The profits of cell phone manufacturers are higher under trade-in,and the trade-in of old cell phones realizes a win-win situation due to benefit of environmental protection and increased profit of cell phone manufacturers.(2) The market proportion and the preference coefficient of the original consumers can lead to large fluctuations in the profits of cell phone manufacturers in different decision-making models,which directly affects the choice of pricing models of cell phone manufacturers.(3) Combined with the case study,the pricing adjustment strategies under different models are proposed to guide cell phone manufacturers to respond to the market promptly.

关 键 词：消费者细分 品牌偏好 手机制造商 手机定价 

分 类 号：F016[经济管理—政治经济学]