异质性顾客视角下服务机制设计与定价策略研究  

Research on the Service Mechanism Design and Service Pricing from the Perspective of Heterogeneous Customer Perspective

作　　者：姜涛 路兴政 姜涛[2] 柴旭东 JIANG Tao;LU Xingzheng;JIANG Tao;CHAI Xudong(College of Economics and Management,Shandong University of Science and Technology Qingdao 266590;College of Arts,Shandong University of Science and Technology Qingdao 266590;School of Mathematics-Physics and Finance,Anhui Polytechnic University Wuhu 241000)

机构地区：[1]山东科技大学经济管理学院,青岛266590 [2]山东科技大学艺术学院,青岛266590 [3]安徽工程大学数理与金融学院,芜湖241000

出　　处：《系统科学与数学》2023年第11期2918-2929,共12页Journal of Systems Science and Mathematical Sciences

基　　金：国家自然科学基金(12001329);山东省自然科学基金(ZR2019BG014);安徽工程大学人才引进科研启动基金(2022YQQ026,Xjky2022160)资助课题。

摘　　要：采取有效的服务策略并对顾客进行合理的服务定价是企业稳定市场需求至关重要的一点.文章考虑服务提供商设置服务优先权进行差异化定价和不设置服务优先权进行统一定价的两种服务机制,针对设置服务优先权时常规顾客因等待时间增加而产生的等待厌恶心理,研究了服务提供商服务机制选择与定价问题.结果表明当优先权顾客的市场规模较小且常规顾客的等待厌恶程度较大时,服务提供商应不设置服务优先权进行统一定价;否则,服务提供商应设置服务优先权进行差异化定价.此外,服务提供商在进行差异化定价时也可以通过提高服务速率进一步提升最优收益.It is very important for enterprises to adopt effective service strategy and reasonable service pricing for customers to stabilize market demand.This paper considers two service mechanisms of differentiated pricing with service priority setting and unified pricing without service priority setting,and studies the service mechanism selection and pricing of service provider in view of the waiting aversion of regular customers caused by increased waiting time during service priority setting.The results show that when the market size of priority customers is small and the degree of waiting aversion of regular customers is large,service providers should not set service priority for unified pricing.Otherwise,the service provider should set service priority for differentiated pricing.Moreover,the service provider can further improve the optimal revenue by increasing the service rate during differentiated pricing.

关 键 词：优先权策略 统一定价 差异化定价 顾客分类 等待厌恶 

分 类 号：F274[经济管理—企业管理]