顾客价值共创模式下的零售商定价与服务策略研究  

Retailer’s Pricing and Service Strategies under Consumer Value Co-creation for Co-produced Product

作　　者：王俊斌 范小军[2] WANG Jun-bin;FAN Xiao-jun(School of Business,Changshu Institute of Technology,Suzhou 215500,China;School of Management,Shanghai University,Shanghai 200444,China)

机构地区：[1]常熟理工学院商学院,江苏苏州215500 [2]上海大学管理学院,上海200444

出　　处：《中国管理科学》2022年第8期164-172,共9页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71772115)。

摘　　要：顾客参与价值共创模式逐渐成为商家吸引消费者的重要利器,在该模式下消费者需要投入一定的成本为产品或服务的最终形成创造一定的价值。本文构建了顾客参与产品价值共创背景下的理论分析模型,通过刻画顾客参与偏好、顾客参与复杂度、价值共创效应和麻烦效应等关键变量,研究了零售商的定价和服务策略。研究表明,当麻烦效应充分小且价值共创效应足够大时,零售商引入顾客参与价值共创战略能达到零售商和消费者双赢局面;大多数情况下提供上门安装服务是零售商的占优策略;零售商提供服务后能够借助服务定价更有效地区分消费者从而更有效地实施价格歧视,使得消费者受损;大多数情况下零售商服务成本的增加反而对消费者有利。The model of customer participation in value co-creation has gradually become an important tool for firms to attract consumers.Under this model, consumers are required to provide value in a production process for goods or services. An analytical model is constructed under the background of customer participation in co-production with value co-creation, and studies retailers’ pricing and service strategies by capturing key features such as customer participation preference, co-production complexity, co-production effect and hassle effect.Taking no consumer participated in the value co-creating conditions as a benchmark, the retailer’s optimal price and service decisions are analyzed under two cases, that is, to provide on-site service and not to provide on-site service. Then, through equilibrium analysis, it is derived that the retailer’s optimal price and service decisions, and the retailers’ profit and consumer surplus. By doing so, the applicable conditions of the introduction of co-production strategy can be obtained.The research shows that: first, only when the hassle effect is sufficiently small and the co-production effect is sufficiently large, it can be profitable for retailers to introduce products that require consumer participation. Moreover, consumer surplus can be also improved;that is, the introduction of co-production strategy can achieve a win-win situation for retailers and consumers.This is because the positive net utility is generated during customer participation in value co-creation, which in turn is appropriately assigned between the retailer and the consumer. Second, in most circumstances, to provide on-site installation service is a dominant strategy for the retailer. It can not only improve the retailer’s profit level, but also stimulate consumer demand. Furthermore, it also expands the range of product attributes of customer participation in the co-production strategy. Third, in most circumstances, consumers actually suffer when the retailer provides on-site service. The reason

关 键 词：顾客参与 价值共创 零售商 定价策略 服务策略 

分 类 号：F713[经济管理—产业经济]