基于感知价值的移动电台定价策略研究  

Research on mobile radio pricing strategy based on perceived value

作　　者：刘芹[1] 孔颖 张雅晴 LIU Qin;KONG Ying;ZHANG Yaqing(School of Management,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《智能计算机与应用》2023年第2期174-178,186,共6页Intelligent Computer and Applications

摘　　要：在信息数字化的当下,“耳朵经济”的悄然崛起,成为了行业发展的新风口。本文以移动电台这一新兴商业模式为背景,在分析感知价值对移动电台定价影响的基础上,构建基于感知价值的双寡头Hotelling竞争模型,分别求解最优定价和平台收益,并运用NetLogo进行仿真模拟验证所得结论。研究发现:移动电台感知价值定价影响因素包括感知功能价值、感知社会价值和感知情感价值。随着感知价值三因素的提高,平台竞争力随之提高,其中感知功能价值和感知情感价值与平台收益呈现正相关关系,感知社会价值与平台收益呈现负相关关系。In the current information digitization,the rise of ear economy has become a new trend for the development of the industry.In this paper,based on the background of the emerging business model of mobile radio,the influence of perceived value on mobile radio pricing is analyzed,and the duopoly Hotelling competition model is constructed.The optimal pricing and the platform revenue are solved respectively.We also take different evolutionary status for scenario derivation simulation.The results show that the influencing factors include perceived functional value,perceived social value and perceived emotional value.With the improvement of the three factors of perceived value,the platform competitiveness can be improved.What′s more,the perceived functional value and perceived emotional value are positively correlated with the platform revenue while perceived social value is negatively correlated with the platform revenue.

关 键 词：感知价值 移动电台 定价策略 

分 类 号：F062.9[经济管理—政治经济学]