高价策略还是低价策略:失望厌恶和欣喜追求的作用  

High-price Strategy or Low-price Strategy:The Role of Disappointment Aversion and Elation Seeking

作　　者：王桦 白春光 梁勇 陈威[1,4] 虞亚男 WANG Hua;BAI Chunguang;LIANG Yong;CHEN Wei;YU Yanan(School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 611731,China;Institute of High-quality Development Evaluation,School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210023,China;Institute of Electronic and Information Engineering of UESTC in Guangdong,Dongguan 523808,China;College of Management Science,Chengdu University of Technology,Chengdu 610059,China)

机构地区：[1]电子科技大学经济与管理学院,四川成都611731 [2]南京邮电大学管理学院高质量发展评价研究院,江苏南京210023 [3]电子科技大学广东电子信息工程研究院,广东东莞523808 [4]成都理工大学管理科学学院,四川成都610059

出　　处：《工程管理科技前沿》2025年第2期59-68,共10页Frontiers of Science and Technology of Engineering Management

基　　金：国家自然科学基金资助项目(72001117,72072021,71772032);中国博士后科学基金资助项目(2022M720672,2024T170106);广东省基础与应用基础研究基金资助项目(2023A1515110645);四川省自然科学青年基金资助项目(23NSFSC4657);江苏省高等学校基础科学(自然科学)研究资助项目(22KJB630013)。

摘　　要：本文建立了市场同时由失望厌恶型消费者和欣喜追求型消费者构成的零售商高价策略和低价策略模型,探索了高价策略或低价策略分别成为最优策略的条件,以及分析了失望厌恶、欣喜追求及失望厌恶型消费者比例对零售商最优策略下定价、库存和利润的影响。研究发现:首先,当失望厌恶型消费者比例低于临界值时,零售商最优策略是低价策略,且欣喜追求对零售商最优利润产生负影响;反之,最优策略是高价策略,失望厌恶型消费者比例对最优利润产生正影响,且当失望厌恶较低时失望厌恶对最优利润产生正影响。其次,若低价策略为最优策略,失望和欣喜增加了消费者剩余;相反,失望和欣喜降低了消费者的剩余。再次,当且仅当失望厌恶型消费者比例高于临界值时,失望和欣喜的价值是正值,且若零售商忽视失望和欣喜,数值实验表明零售商最低利润损失高达23%。本文对企业行为运营管理以及定价和库存决策具有指导意义。When retailers make price and inventory decisions,although they consider the adverse effects of strategic consumer behavior,they often ignore the psychological disappointment and elation of strategic consumers,which leads to retailer actual pricing and inventory decisions deviating from the theoretical price and inventory.Disappointment theory shows that elation increases consumer utility,while disappointment reduces their utility.Therefore,this article studies the impact of strategic consumer psychological disappointment and elation on their own purchase timing decisions,retailer pricing and inventory decisions,profits,the value of disappointment and elation,and consumer surplus.This article has guiding significance for enterprise behavioral operation and management,as well as enterprise pricing and inventory decision-making.The research questions of this paper come from the combination of practice and theory,that is,the combination of the prevalence of strategic consumer behavior and disappointment theory.In this paper,the model construction method and the numerical experiment method are jointly adopted.First,this paper establishes a retailer high-price strategy model and a low-price strategy model,respectively.Second,this article explores the conditions under which the high-price strategy and the low-price strategy become retailer optimal strategy,respectively,and analyzes the impact of the disappointment-aversion level,the elation-seeking level,and the proportion of disappointment-aversion consumers on retailer optimal pricing,inventory,and profit.Again,this article explores the conditions under which disappointment and elation have positive value and the adverse effects that retailers encounter when they ignore the psychological disappointment and elation of strategic consumers in making pricing and inventory decisions.Finally,this paper conducts a large number of numerical experiments to test the above theoretical analysis and explore the impacts of the disappointment-aversion level,the elation-seeking leve

关 键 词：失望厌恶 欣喜追求 策略型消费者行为 高价策略 低价策略 

分 类 号：F713.55[经济管理—市场营销]