考虑参考价格效应与消费者异质性的灰市系统定价决策  

Pricing decision of a gray market system with reference price effect and consumer heterogeneity

作　　者：冯颖 何文豪 宋欣 张炎治[1] 刘满芝[1] FENG Ying;HE Wenhao;SONG Xin;ZHANG Yanzhi;LIU Manzhi(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221116

出　　处：《管理工程学报》2025年第2期234-247,共14页Journal of Industrial Engineering and Engineering Management

基　　金：教育部人文社会科学基金项目(18YJC630032);中央高校基本科研业务项目(2017WB14)。

摘　　要：考虑高价市场和灰市间的双向不对称参考价格效应以及消费者购买行为异质性,本文研究由一个制造商和一个独立的第三方灰市投机者构成的灰市系统定价决策问题。基于消费者对授权渠道是否忠诚,本文将消费者分为策略型和忠诚型两类,并分别构建了无/有参考价格效应下的Stackelberg博弈模型。当系统取得内点均衡时,研究发现:在无参考价格效应的基准情形下,消费者对灰色产品的偏好度上升且策略型消费者比例增加,这会直接导致灰色产品价格上涨,进而间接导致低价产品价格上涨、需求下降。此时,高价市场和灰市需求以及制造商收益变化均存在与消费者对低价市场支付意愿相关的阈值,这些变化均源于消费者的低价市场支付意愿对灰市投机空间的直接影响。在考虑参考价格效应的情形下,各均衡结果随上述两个参数的整体变化趋势与无参考价格效应时的情形相同,但此时高价市场和灰市需求及制造商收益变化的阈值发生变化。参考价格效应强度的增加及收益-损失比值的增大,均会提升低价产品和灰色产品的价格、降低低价市场的需求和提高高价市场的需求,且灰市需求及制造商收益变化不定。参考价格效应会对灰色产品价格、灰市需求和高价市场需求产生直接影响,制造商和灰市投机者并非一定受益或受损。参考价格效应对双方收益的影响与消费者对低价市场的支付意愿密切相关。Gray market refers to an “informal” market channel formed by selling the brand products in a certain area without the authorization of the brand owner.In the existence of gray market,there are often differences in the purchase decision behavior of consumers in the high-price market,that is,some consumers are strategic consumers,who will pay attention to the price difference between gray products and high-price authorized products(referred to as “high-price products”),thus forming an external reference price effect.However,the other ones are loyal consumers,who have absolute loyalty to authorized channel products.They only pay attention to the price of authorized products in the high-price market,and prefer to purchase authorized products.Based on the above background,this paper intends to explore the impact of the above factors on the pricing decisions and operations of the gray market system.The system is composed of a manufacturer and a gray market speculator,and we consider the heterogeneity of consumer purchase behavior and the two-way asymmetric reference price effect between the high price market and the gray market.Specifically,consumers are divided into strategic consumers and loyal consumers based on whether they are loyal to the authorized channel.Then,two Stackelberg game models are constructed under the conditions with and without reference price effect,respectively.The research shows that,in the case of with/without reference price effect,the system both has a unique game equilibrium solution,which is closely related to consumers′ willingness to pay for low-price products.When the willingness to pay changes,the gray market system will switch among the internal point/boundary equilibrium,gray market existence/absence,and other states.Several research conclusions are derived when the system achieves the interior-point equilibriums.In the benchmark situation without reference price effect,both the increase in the consumers′ preference for gray products and the proportion of strategic consume

关 键 词：灰市 定价决策 消费者异质性 参考价格效应 

分 类 号：F224[经济管理—国民经济]