喜获热搜时消费者寻求多样化对企业定价和促销力度的影响  

The Impact of Consumers Seeking Variety on Enterprise Pricing andPromotion Effort in Hot Search

作　　者：熊礼洋 苏诗琳 徐兴隆 XIONG Liyang;SU Shilin;XU Xinglong(University of South China,Hengyang 421001,China)

机构地区：[1]南华大学经济管理与法学学院,湖南衡阳421001

出　　处：《南华大学学报（社会科学版）》2024年第2期69-78,共10页Journal of University of South China(Social Science Edition)

基　　金：湖南省社会科学成果评审委员会课题项目“考虑消费者寻求多样化和社会学习的产品竞争策略研究”资助(编号:XSP24YBZ219);南华大学博士科研启动项目资助(编号:190XQD080)。

摘　　要：考虑两个品牌影响差异的竞争性企业,文章主要讨论当品牌劣势的企业喜获热搜时,消费者寻求多样化行为对企业产品的定价和两个销售期的促销力度的影响。研究发现:(1)如果热搜强度较大,品牌劣势企业的产品定价可能高于品牌优势企业的产品定价,但只要寻求多样化的消费者人群的比例较大,这一情形将被逆转;(2)消费者寻求多样化行为会使企业均在第一个销售期减少促销投入,而在第二个销售期增加促销投入。随着寻求多样化的消费者人群的比例增加,企业第二个销售期的促销投入会大过第一个销售期的促销投入,且两个企业在第二个销售期促销投入的差距逐渐加大,但企业间的需求差距会减小;(3)虽然消费者寻求多样化可能降低品牌劣势企业的利润,但会增加整体消费者剩余。政府和公众应该多给予一些品牌劣势但质量不错的企业更多的关注,以防企业间差距逐步拉大最终导致垄断的市场局面。Considering the two competitive firms with different brand awareness,this paper mainly discusses when the firm with inferior brand awareness becomes a trending topic,the impact of consumers seeking-variety behavior on the pricing and the promotion effort of the two sales periods.The results show that:firstly,if the trending topic is strong,the product price of firm with inferior brand awareness may be higher than that of firms with superior brand awareness,but as long as the proportion of consumers seeking variety is large,this situation will be reversed;secondly,consumers seeking variety will make firms reduce promotion investment in the first sales period and increase promotion investment in the second sales period;as the proportion of consumers seeking variety increases,the promotion investment of firms in the second sales period will be greater than that in the first sales period,and the gap between the two firms in the second sales period will gradually increase,but the demand gap between firms will decrease;thirdly,although consumers seeking variety may reduce the profits of firms with inferior brand awareness,it will increase the overall consumer surplus.The government and the public should pay more attention to some firms with inferior brand awareness but good quality,so as to prevent the gap between firms from gradually widening and eventually leading to a monopoly market situation.

关 键 词：寻求多样化 促销力度 品牌影响 定价 

分 类 号：F272.3[经济管理—企业管理] F273.2[经济管理—国民经济] F275