需求不确定环境下企业保价策略研究  

Research on Firms'Price Protection Strategy under Demand Uncertainty

作　　者：张剑虎 丁洁 ZHANG Jianhu;DING Jie(School of Economics,Shandong University;China Merchants Bank Beijing Branch)

机构地区：[1]山东大学经济学院,2501000 [2]招商银行股份有限公司北京分行

出　　处：《经济理论与经济管理》2024年第4期137-152,共16页Economic Theory and Business Management

基　　金：国家自然科学基金面上项目“数据可携带权规制主导平台的理论基础、作用路径和政策建议”(72373082)和重大项目“大国竞合环境中我国反垄断理论与对策”(72192842)的资助。

摘　　要：面对策略性消费者和市场需求不确定性,分析垄断企业采取保价策略的经济学效应。研究表明:与无保价情形相比,保价策略打消了消费者担心未来降价的顾虑,吸引更多消费者在第一期购买商品,从而提高第一期价格;为了降低保价发生时给予消费者的补偿,保价策略促使企业提高第二期低需求情形下的价格;如果保价策略实施时所有消费者选择保价,那么保价虽然提高企业利润,但是降低消费者剩余和社会福利;如果只有部分消费者选择保价(称之为成熟型消费者),数值分析显示,随着成熟型消费者比例的增加,企业利润可能先减少后增加,消费者剩余和社会福利可能先增加后减少。The development of the internet has greatly increased the importance of online retail in the economy.Unlike traditional brick-and-mortar stores,online retailers can respond more easily to market demand uncertainties,allowing them to adjust commodity prices swiftly.However,when purchasing durable goods,strategic consumers forecast future commodity prices based on market demand fluctuations,enabling them to adjust their purchases accordingly.Economist Coase(1972)pointed out that in the durable goods market,consumers'strategic waiting behavior can diminish a firm's monopoly power,thereby reducing its profit.As a result,firms have an incentive to mitigate this adverse effect,with price protection strategies being one of the most commonly used methods.Price protection strategies generally fall into two categories:price-matching protection and historical price protection.Price-matching protection relies on competitors'prices in the same period,while historical price protection is based on the firm's historical prices.This paper primarily investigates historical pricing strategies.Unlike existing literature,which either neglects market demand uncertainty or considers it only in the first period,this paper focuses on uncertainty in the second period market demand.This uncertainty leads to the possibility of future prices being lower than first-period price,making historical price protection effective.Existing literature on firms'responses to strategic consumers mainly focuses on price commitments,deposit increment strategies and displaying product availability to consumers without specifying exact remaining quantities.In contrast,this paper examines how a monopoly firm uses historical price protection strategies to address strategic consumers.The paper considers a two-period model.A monopoly firm producing durable goods sells commodities in two periods:durable goods sold in the first period can be used in the subsequent period,while those sold in the second period can only be used in the current period.The firstperiod ma

关 键 词：价格保护 策略性消费者 需求不确定性 

分 类 号：F274[经济管理—企业管理]