消费者风险厌恶、产品质量差异与厂商销售渠道选择  

Consumer Risk Aversion,Product Quality Differences and Manufacturers Choice of Sales Channels

作　　者：杨万中[1] YANG Wan-zhong

机构地区：[1]常州工学院经济与管理学院

出　　处：《产经评论》2023年第2期34-52,共19页Industrial Economic Review

基　　金：江苏省高校哲学社会科学研究项目“企业纵向约束行为的竞争效应机理和对竞争政策的影响研究”(项目编号:2020SJA1266,项目负责人:杨万中)。

摘　　要：互联网经济的发展改变了厂商传统的生产和销售方式,厂商既可以通过线下零售渠道销售产品,又可以在线上直接销售产品。构建动态博弈模型研究厂商对零售商制定两种不同批发合约下消费者对风险的厌恶程度如何影响厂商产品质量选择和销售渠道选择。研究结果表明:当厂商制定线性价格批发合约时,若消费者对风险的厌恶程度较小,厂商只生产高质量产品,并在线上直接销售其产品;如果消费者对风险的厌恶程度较大,厂商同时生产高质量和低质量的产品,并把高质量的产品批发给零售商在线下销售,在线上直接销售低质量产品。当厂商制定两部定价批发合约时,如果消费者对风险的厌恶程度较小,厂商做出和线性价格批发合约情况下同样的选择,但若消费者对风险的厌恶程度较大,厂商同时生产高质量和低质量的产品,并在线下销售两种质量的产品。由此得到对厂商生产和营销策略选择、消费者购买决策、公共部门政策制定的重要启示。The development of the internet economy has changed the production and sales methods of manufacturers.Now manufacturers can sell products both through traditional retail channels and directly online.This paper constructs a dynamic game model to study how the degree of risk aversion of consumers under two different wholesale contracts between manufacturers and retailers affects the choice of manufacturers product quality and sales methods.When the manufacturer makes a linear price wholesale contract,the research results show that if the risk aversion of consumers is small,the manufacturer only produces high-quality products and sells its products directly online.If consumers have a high degree of risk aversion,manufacturers produce both high-quality and low-quality products,and wholesale high-quality products to retailers for offline sales,and directly sell low-quality products online.When the manufacturer makes two-part tariffs wholesale contracts,if the consumer s aversion to risk is small,the manufacturer makes the same choice as in the case of linear pricing wholesale contracts,but when the consumer s aversion to risk is large,the manufacturer simultaneously produces high-quality and low-quality products,and sells both quality products offline.This conclusion provides a good explanation for many economic phenomena,and is also of great significance for manufacturers marketing strategy selection and public sector policy formulation.

关 键 词：产品质量信息 线上销售 线下销售 风险厌恶 双重加价 

分 类 号：F062.9[经济管理—政治经济学]