考虑消费者耐心程度与企业成本削减的产品定价策略  

The Product Pricing Strategy Considering Consumer Patience and Enterprise Cost Reduction

作　　者：官振中[1] 杜华峰 何三明 GUAN Zhenzhong;DU Huafeng;HE Sanming(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《运筹与管理》2023年第4期234-239,共6页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71572154);“服务科学与创新”四川省重点实验室开放课题(KL2209);成都科技局软科学项目(2021-RK00-00087-ZF)~~。

摘　　要：互联网的迅猛发展为消费者的策略等待行为创造了有利条件,却给企业盈利带来巨大威胁。与此同时,企业通过创新投入、生产技术变革等手段削减成本,以提高产品的边际利润。本文将消费者耐心程度与企业成本削减相结合,并在动态定价的基础上引入差价补偿机制,进一步探讨了两种定价策略的优劣性。研究表明,与动态定价策略相比,差价补偿策略能有效缓解消费者的“聪明”行为,进而给企业带来更高收益;当耐心程度较大且成本削减幅度较小时,动态定价策略对消费者和整个社会来说都是有利的。最后,本文将模型拓展至策略型消费者具有价格参考效应的情形,并发现差价补偿策略为企业最优选择具有一定的稳健性。With the rapid development and popularization of new technologies,consumers can obtain timely and accurate product information(such as history prices)to form a rational expectation of future prices,and then make the best purchase decision.In anticipation of a significant price drop in a desired product,consumers will delay their purchases,showing a high degree of patience and a willingness to wait until the day of the event.This phenomenon is easy to see in the 2020 China’s double 11 shopping bonanza.Many studies have shown that consumers’strategic waiting behavior will bring a huge negative impact on corporate profits.Therefore,how to choose an appropriate pricing strategy to mitigate the negative impact of strategic consumers has become an urgent problem for senior managers to solve.In practice,the price matching strategy is a typical copping means.By promising to lower prices and offering rebates to customers who previously bought the product,it can attract more customers to spend in advance,thus effectively preventing the loss of potential profits.On the other hand,in order to improve market competitiveness,the enterprise often carries out innovation activities in various forms to reduce production costs.Therefore,in the market environment of“price transparency”,we are interested in discussing the influence of consumer patience and cost reduction on the optimal choice of product pricing strategy.To solve this problem,we consider a situation where a monopoly sells a single product to strategic consumers.Following the previous studies,we use a popular two-period model.Specifically,for the optimal pricing strategy of monopolistic enterprise,we combine the consumers’strategic behavior with the enterprise’cost reduction,and construct two-period game model under the dynamic pricing strategy and the price matching strategy,respectively.Then,the advantages and disadvantages of the two pricing mechanisms are compared and analyzed.At the same time,we also deeply analyze the influence mechanism of the degree

关 键 词：动态定价 差价补偿 策略型消费者 成本削减 

分 类 号：F272.3[经济管理—企业管理]