产品匹配信息揭露与产品线设计  

Product matching information disclosure and product line design

作　　者：吴伶俐 王治[1] 肖菲 Wu Lingli;Wang Zhi;Xiao Fei(School of Economics and Business Administration,Central China Normal University,Wuhan 430000,China)

机构地区：[1]华中师范大学经济与工商管理学院,湖北武汉430000

出　　处：《系统工程学报》2024年第1期75-90,共16页Journal of Systems Engineering

基　　金：国家自然科学基金资助项目(72001088);教育部人文社会科学基金资助项目(20YJC630158).

摘　　要：探究顾客对产品匹配信息不确定下,垄断企业的信息揭露策略与产品线的质量设计.首先分析企业对产品匹配信息的揭露策略如何影响产品线的质量设计,进而探讨企业在哪些情形下会揭露产品的匹配度信息.为探究这些研究问题,构建了一个垄断企业向高估值顾客和低估值顾客销售高端产品和低端产品的模型.研究发现,企业应根据产品匹配度信息的披露策略对应地调整产品线的质量设计.具体而言,相较于不揭露产品信息,如果只揭露高(低)端产品的匹配度信息,低端产品的质量设计应向上提升(向下扭曲),高端与低端产品的质量设计差异减少(增加);如果同时揭露高端和低端产品的匹配度信息,低端产品质量设计的扭曲程度取决于不同类型顾客认为产品合适的概率.另外,企业如何选择产品匹配度信息的揭露策略取决于市场特征.当低估值顾客对产品水平维度的认知价值较高时,企业倾向于只揭露低端产品的匹配度信息.本研究为广大电商的信息披露与产品线设计的联合决策提供重要的管理学启示.This paper investigates a monopolist’s information disclosure strategy and product line design when consumers are uncertain about product matching information.The impact of the firm’s matching disclosure strategy on product line design is analyzed,and when the firm should reveal product matching information is discussed.To investigate these questions,a model of a monopolist firm selling high-end and low-end products to heterogeneous consumers is constructed.It is found that the firm should adjust the quality of product line design in accordance with the matching disclosure strategy.Specifically,compared with not disclosing matching information,when only matching information of high-end(low-end)products is disclosed,the quality of low-end products should be improved(degraded)and the quality gap between high-end and low-end products decreases(increases).When the matching information of both products is provided,the distortion of the quality design of low-end products depends on the matching probabilities that different customers perceive the product is suitable.Moreover,a firm’s matching disclosure strategy depends on market characteristics.The firm tend to reveal only the matching information of low-end products when the ex-post valuation of low-end consumers is high.This study provides important managerial insights for e-tailers’joint decisions of matching disclosure strategy and product line design.

关 键 词：匹配信息不确定性 产品线设计 信息揭露策略 

分 类 号：TP273[自动化与计算机技术—检测技术与自动化装置]