预售环境下考虑消费者后悔厌恶的定价问题  

Pricing Strategies of Advance Selling with Consumer Regret Aversion

作　　者：段永瑞[1] 高一分 喻博峰 要雅姝 DUAN Yongrui;GAO Yifen;YU Bofeng;YAO Yashu(School of Economics and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济管理学院,上海200092

出　　处：《工业工程与管理》2024年第3期200-206,共7页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(72171176,72021002)。

摘　　要：针对考虑消费者后悔厌恶行为的预售定价问题,构建了溢价预售与折价预售下考虑不同消费者类型的定价模型,得到企业的最优定价策略。研究表明:企业的最优定价策略与消费者后悔厌恶水平有关,且后悔厌恶行为能降低消费者策略性行为对企业利润造成的损失。消费者类型对企业的利润和决策具有重要影响:当消费者为“步步为营”型且后悔厌恶程度较低时,企业采取折价预售策略更优,若“步步为营”型消费者后悔程度较高,则两种预售策略利润相同;当消费者为“全盘考虑”型时,企业采用溢价预售能够带来更高利润。The effect of consumer regret aversion on enterprise's pricing decisions in advance selling was studied and the optimal pricing strategies were derived by establishing the pricing models with different types of consumers of mark-down and mark-up advance selling strategies.The results indicate that consumer regret aversion has significant effects on the optimal pricing strategies and can mitigate the negative effects of consumer's strategic behavior on the profits of the enterprise.The type of consumers has an important influence on the optimal strategies and profits of the enterprise.If the consumers are narrow framing and have a low degree of regret aversion,the mark-down advance selling strategy is better.For narrow-framing type consumers with higher regret aversion,the enterprise will obtain the same profits under two strategies.However,if the consumers are portfolio framing,the mark-up advance selling strategy can bring higher profits.

关 键 词：后悔厌恶 策略型消费者 预售 定价 

分 类 号：F724.6[经济管理—产业经济]