基于消费者偏好和从众心理下的种子供应商定价策略研究  

A Pricing Strategy of Seed Suppliers Based on Consumer Preference and Herding Psychology

作　　者：张水旺 刘豫 饶雅婷 ZHANG Shuiwang;LIU Yu;RAO Yating(School of Management Science and Engineering,Anhui University of Technology,Maan Shan 243032,China)

机构地区：[1]安徽工业大学管理科学与工程学院,安徽马鞍山243032

出　　处：《工业工程》2025年第1期108-114,共7页Industrial Engineering Journal

基　　金：安徽省社会科学规划一般项目(AHSKY2023D025)。

摘　　要：研究农户购种存在消费者偏好及从众心理时,种业供应商的定价决策问题。基于Hotelling模型并运用线性消费者效用函数,构建服务敏感型市场、价格敏感型市场以及混合市场3种模式下的种业供应商决策模型,得到不同模型下供应商的最优利润、最优附加服务质量以及最优价格,并通过数值模拟仿真分析消费者显著性水平系数对供应商利润的影响。研究表明,随着本企业消费者从众心理程度的增加,种业供应商的需求量与利润增大;三类消费者市场中,消费者的属性敏感强度对企业利润的影响呈现出不同表现形式,服务敏感型市场中二者关系表现为凸函数,存在最优显著性水平,价格敏感性市场中属性敏感强度增大会推动企业利润的增加,混合性市场则需要结合附加服务成本影响系数作具体分析。This paper studies the pricing decisions of seed suppliers when seed purchase of farmers are influenced by consumer preference and herding psychology.Based on the Hotelling model and a linear consumer utility function,this paper establishes seed supplier decision models under three modes of service-sensitive,price-sensitive and mixed markets.The optimal profit,optimal additional service quality and optimal price for suppliers are derived with each model.Finally,the influence of the consumer significance level coefficient on supplier profit is analyzed by a numerical simulation.Results show that with the increase of herding psychology among consumers,the demand and profit of seed suppliers grow.In the three types of consumer markets,the impact of consumer attribute sensitivity on enterprise profit presents different relationships.In service-sensitive markets,the relationship between the two is as a convex function,with an optimal significance level.In price-sensitive markets,the increase of attribute sensitivity strengthens the growth of enterprise profit,while mixed markets need to be analyzed with the influence coefficient of additional service cost.

关 键 词：消费者偏好 从众效应 消费者效用 

分 类 号：F224.32[经济管理—国民经济] F323F425