竞争环境下考虑产品评价的易逝品定价策略  

Pricing Strategies of Perishable Products Considering Product Evaluation and Market Competition

作　　者：李豪 何旭 LI Hao;HE Xu(School of Economics and Management,Chongqing Jiaotong University,Chongqing 40oo74,China;State Grid Chongqing Electric Power Company Nanchuan Power Supply Branch,Chongqing 408400,China)

机构地区：[1]重庆交通大学经济与管理学院,重庆400074 [2]国网重庆市电力公司南川供电分公司,重庆408400

出　　处：《系统工程》2024年第6期84-94,共11页Systems Engineering

基　　金：国家社会科学基金资助项目(19XGL016)。

摘　　要：在市场竞争环境下,针对产品评价给零售商带来的“杠杆效应”,构建了两周期双寡头的动态定价和匹配定价决策模型,探讨了模型的优化求解方法。通过分析评价结果对零售商期望收益的影响,证实了消费者重视产品评价信息对零售商决策的重要性,并进一步讨论了零售商在市场竞争环境下基于产品评价影响的最优定价策略选择。结果表明:自身产品的差评率和竞争对手的好评率对零售商预期收益带来反向影响;当预期产品评价较差时,零售商主动实施匹配定价可以有效缓解消费者跨期转换比价行为,实现自身收益的提升;否则接受竞争对手的匹配,通过价格的“默契合谋”实现市场的帕累托改进。In view of the“leverage effect”brought by product evaluation to retailers in the market competition environment,a two-cycle duopoly dynamic pricing and matching pricing decision model is constructed,and the optimization solution of the model is obtained.By analyzing the impact of evaluation results on retailers'expected revenue,it is confirmed that consumers attach importance to product evaluation information for retailers'decision-making.This paper analyzes the optimal pricing strategy of retailers considering the influence of product evaluation under the competitive environment,and finds that product evaluation has an important influence on retailers'decision.Especially the negative evaluation rate of its own product and the favorable rating rate of competitors will have a negative impact on retailer's expected revenue.When the expected product evaluation is poor,retailers'initiative to implement matching pricing strategy can effectively alleviate consumers'intertemporal transfer price comparison behavior and realize the improvement of their own income.Otherwise,retailers accept the matching of competitors and realize the pareto improvement of the market through“tacit collusion”of price.

关 键 词：产品评价 跨期转移比价行为 市场竞争 动态定价 匹配定价 

分 类 号：F272[经济管理—企业管理]