考虑消费者预期后悔效应的灰市产品差异化策略研究  

Consider Grey Product Differentiation Strategy with Consumer’s Expected Regret Effect

作　　者：程明宝 吴硕 李子怡 CHENG Mingbao;WU Shuo;LI Ziyi(School of Business,Nanjing University of Information Science&Technology,Nanjing Jiangsu 210044,China;Zhongkai University of Agriculture&Engineering,Guangzhou Guangdong 510225,China)

机构地区：[1]南京信息工程大学商学院,江苏南京210044 [2]仲恺农业工程学院管理学院,广东广州510225

出　　处：《工业工程与管理》2024年第6期129-140,共12页Industrial Engineering and Management

基　　金：江苏省高校哲学社会科学研究重大项目(2021SJZDA175);教育部人文社会科学研究规划基金项目(21YJA630008);广东省普通高校重点科研平台项目(2022WCXT010)。

摘　　要：考虑由一个制造商和一个第三方投机者组成的供应链系统,其中,制造商在高价市场和低价市场实施两阶段定价策略,第三方投机者将产品从低价市场转移到高价市场形成灰色市场。考虑消费者预期后悔效应,探究了消费者预期后悔效应对制造商和第三方投机者定价决策及收益的影响,分析了灰色市场环境下制造商实施产品差异化策略的效果。研究结果表明:消费者预期后悔效应损害了制造商的收益,促进了灰色市场投机,且消费者预期后悔程度越大,制造商受灰色市场侵蚀越严重;制造商实施产品差异化策略有利于抑制灰色市场投机,提高收益,因此可作为制造商应对灰色市场的有效措施。A supply chain system consisting of a manufacturer and a third-party speculator was considered,in which the manufacturer implemented a two-stage pricing strategy in a high-priced market and a low-priced market,and the third-party speculator shifted products from a low-priced market to a high-priced market to form a gray market.By introducing consumer expectation regret effect,the influence of consumer expectation regret effect on the pricing decision and income of supply chain members was explored,and the effect of product differentiation strategy implemented by manufacturers in the gray market environment was analyzed.The results show that the expected regret effect of consumers damages the profits of manufacturer and promotes the speculation in the gray market.The greater the expected regret of consumers,the more serious the erosion of manufacturer by the gray market.The implementation of product differentiation strategy by manufacturers is conducive to curbing speculation in the gray market and improving income,which can be used as an effective measure for manufacturers to deal with the gray market.

关 键 词：灰色市场 预期后悔 两阶段定价 产品差异化 

分 类 号：F273[经济管理—企业管理]