此前就有学者在研究中证明,消费者的策略性会在一定程度影响零售商的销售、
定价、库存及收益决策,如果不考虑策略型消费者可能会削弱零售商的收益,因此需
要通过一些措施来消除消费者的策略行为或减缓消费者的策略行为对零售商造成的负
面效应。然而在错综复杂的市场中,企业之间的竞争己经演变成产品带给消费者综合
体验的竞争。消费者在产品属性上的偏好研究对零售商的定价和收益是否会产生影响,
零售商面临具有不同属性偏好和敏感度的消费者该如何制定相应的价格策略,实现最
大利润的目标,令人深思
消费者在做出购买决策时,往往会更加关注产品的某一属性,例如在购买机票时,
有的消费者更加注重时间,因此会格外关注飞机的准点率;有的消费者更加注重价格,
因此会格外关注价格浮动和折扣率,有些消费者更加垂青品质,因此会格外关注客舱
服务标准。在选择餐厅时,有的消费者更加注重就餐环境,有的消费者更加注重材料
口味。在购买某些产品时,考虑到产品的价格与质量,有些消费者更加在意前者,有
些消费者更加在意后者,还有些消费者不顾质量与价格,只看重品牌影响力。大部分
西南交通大学硕士研究生学位论文
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消费者会对产品的属性进行选择或排序,分配给它们不同的权重,综合考虑后选择购
买与否。B〇rdal〇m将消费者的这种情况称为显著性效应。显著性效应指的是消费者在
考量产品带来的效用时会对产品的众多属性依据其敏感程度赋予不同的权M
本文基于已有研究与结论,把显著性理论运用到对不同类型消费者的定价研究
中。考虑产品质量属性与价格属性,分别于短视型消费者市场及策略型消费者市场,
依据显著性理论,将消费者细分为质量敏感的消费者与价格敏感的消费者。质量敏感
的消费者相比而言更关心商品质量,价格敏感的消费者则更关心商品价格。将销售期
分成两个阶段,分别探讨于仅有短视型消费者及仅有策略型消费者情况下,面临对产
品属性具有不同敏感度的消费者时,零售商如何制定产品的两阶段最优价格。零售商
最终方向是制定完整最佳销售战略,达成最高创收;消费者最终方向是找到最佳采购
战略,以达成其消费者剩余最大
本文基于经典Hotelling模型,分别于短视型消费者市场及策略型消费者市场构
建消费者效用函数,其中含有产品价格与质量,再由此推导出企业的需求和利润函数,
最后计算出企业在实现利润最大化时的产品两阶段最优价格路径。结果表明,两企业
在两阶段的定价相互影响,且消费者对于不同属性的偏好和敏感度对企业定价和收益
有着重要影响。此外还证明了市场上价格敏感型消费者越多,产品两阶段的降价幅度
越大,企业就越可以通过有效的价格策略提高利润。企业在面对不同的消费者构成比
例时可以通过激进或缓和的价格策略提高利润
关键词:显著性理论;短视型消费者;策略型消费者;价格敏感;质量敏感,定价
西南交通大学硕士研究生学位论文
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Abstract
Under the premise of the rapid development of science and technology, under the
environment of global economic integration, with the wide use of the network and internet,
the competition in the market has evolved from competition among retailers to multiple
retailers and consumers. Retailers continue to use a variety of sales strategies in order to get
more profits, while consumers have access to get lots of product-related information with the
improvement of learning ability. More and more consumers try to spend less money but buy
high-quality products. Because of the convenience and diversity of access to information,
consumers make predictions of product inventory and future prices according to the cun&39;ent
price, and then decide their purchase strategies. They began to wait the best purchasing time
meeting their own expectations. They may choose to buy immediately or choose to wait the
price falling down in the future, that is, strategic waiting behavior. The strategic behavior of
consumers has brought some loss of profits which should not be ignored, so many scholars
began to study the impact of strategic consumers to retailers5 benefits, and have given some
significant conclusions. Whether consumers1 preferences on product attributes have an
impact on the retailers5 earnings, and how retailers make corresponding pricing strategies
with consumers have different preference and sensitivities about products become a
worthwhile problem to explore.
On the base of reading large number of domestic and foreign literatures, we apply the
salience theory to strategic consumers pricing research based on previous studies. In a
market existing myopic consumers and strategic consumers, consumers are subdivided into
quality-sensitive consumers and price-sensitive consumers according to the salience theory.
Quality-sensitive consumers are more sensitive with product quality, while price-sensitive
consumers are more sensitive with product price. We define two sale periods, including
period 1 and period 2. In the case of consumers with only myopic consumers and only
strategic consumers, we analyze that retailers how to set the optimum price of products when
facing with the consumers having different sensitivities on product attributes in two stages.
Retailers1 decision-making goal is to make a two-stage price strategy to maximize their own
revenue, while consumers5 decision-making goal is to make a purchase strategy to maximize
their own consumer surplus.
We first establish the utility function including price and quality of products in the
market with myopic consumers and strategic consumers respectively. And then derive the
demand and profit function of the enterprise based on the classic Hotelling model. At last get
西南交通大学硕士研究生学位论文
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the two-stage optimal price path according to the profit maximization principle. The results
show that the prices of two retailers interact with each other, and the preferences and
sensitivities for different attributes of consumers have an important influence on retailer, s
profit. Additionally, the more percentage of price sensitive consumers is, the more price
reduction of two stages is. Retailers can increase profits through effective price strategies.
Key words: salience theory; myopic consumers; strategic consumers; price sensitive; quality
sensitive; pricing
西南交通大学硕士研究生学位论文
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目 录
mim mit 1
1.1研究背虽 1
1.2研允日的与意义1.2.1研究15的1.2.2研宂意义1.3研允内容与框架1.4研究方法和思{各1.4.1方法论基础1.4.2具体研究方法1.5仓新点 8
第2章国内外研究综述2.1动态定价研究2.1.1国外研究现状2.1.2国内研宂现状2.2消费者策略行为研宄2.2.1国外研究现状综述2.2.2国内研究现状综述2.3显著性理论及质量价格研宂2.3.1国外研究现状综述2.3.2国内研究现状综述第3章基于显著性理论的定价研究3.1显著性理论3.1.1 M题描述与基本假设3.1.2模型构建与分析3.2价格-质量竞争模型3.2.1问题描述与基本假设3.2.2决策过程分析3.2.3模型构建与分析3.2_4模型求解西南交通大学硕士研究生学位论文
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3.3本章小结 23
第4章短视型消费者的动态定价分析
24
4.1模型描述与基本假设
24
4.2决策过程分析
25
4.3模型构建与分析
26
4.3.1第一销售阶段
26
4.3.2第二销售阶段
29
4.4模型求解 30
4.4.1 第」阶段
31
4.4.2第一阶段
31
4.4.3最优价格路径
31
4.5算例分析 32
4.6本章小结 37
第5章策略型消费者的动态定价分析
38
5
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