基于消费者偏好差异的绿色产品行为定价策略比较  

Behavior-based Pricing of Green Product Supply Chain in Different Channels Considering Consumer Preference Differences

作　　者：刘侃莹[1,2] 李巍[2] Liu Kanying;Li Wei(School of Business,Hunan Agriculture University,Changsha 410128,China;School of Economics and Trade,Hunan University,Changsha 410079,China)

机构地区：[1]湖南农业大学商学院,湖南长沙410128 [2]湖南大学经济与贸易学院,湖南长沙410079

出　　处：《中国管理科学》2024年第11期279-286,共8页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(71971078);湖南省社会科学基金项目(22YBA095)。

摘　　要：本文针对绿色产品供应链上不同实施渠道的行为定价策略(behavior-based pricing,BBP)进行对比分析。假设市场中存在对绿色产品有偏好差异的两类消费者,构建无BBP、零售商BBP、批发零售BBP三种定价策略下的绿色和非绿色产品供应链两阶段博弈模型,比较不同BBP策略给绿色产品供应链带来的影响。研究发现:BBP对绿色度的提高有促进作用,零售商BBP下绿色度增长的速率最快;BBP对绿色产品定价策略的影响会受无偏好差异消费者率、绿色度成本系数、绿色度敏感性系数等因素影响;BBP有利于提高绿色产品零售商利润随无偏好差异消费者率减小而增长的速率。A comparative analysis of different behavioural pricing strategies is conducted for green product supply chains(GPSCs).It is assumed that there are two types of consumers with different preferences for green products in the market.A two-stage game model of GPSCs and non-GPSCs under three pricing strategies is constructed and the impact of different pricing strategies on GPSCs is compared.It is found that behaviour-based pricing(BBP)can promote the improvement of the level of greenness and that the growth rate of the level of greenness is the fastest under the strategy with retailer BBP.Under each BBP strategy,the pricing strategy for green products in different sales stages is affected by factors such as the rate of consumers with no difference in preferences,the cost coefficient of the level of greenness,and the sensitivity coefficient of the level of greenness.BBP is beneficial for improving the profit growth rate of green product retailers with a decrease in the rate of consumers with no difference in preferences.

关 键 词：行为定价策略 绿色产品供应链 消费者偏好差异 

分 类 号：F224.3[经济管理—国民经济]