顾客价值共创模式下的零售商定价与服务策略研究

doi:10.16381/j.cnki.issn1003-207x.2019.0130

中国管理科学 ›› 2022, Vol. 30 ›› Issue (8): 164-172.doi: 10.16381/j.cnki.issn1003-207x.2019.0130

顾客价值共创模式下的零售商定价与服务策略研究

王俊斌^1,2, 范小军²

1.常熟理工学院商学院，江苏苏州215500； 2.上海大学管理学院，上海200444

收稿日期:2019-01-23 修回日期:2020-03-11 出版日期:2022-08-18 发布日期:2022-08-18
通讯作者: 范小军(1974-)，男(汉族)，江西南昌人，上海大学管理学院，教授，博士生导师,研究方向为渠道战略、品牌管理，Email:ardourfan@shu.edu.cn. E-mail:ardourfan@shu.edu.cn
基金资助:
国家自然科学基金资助项目(71772115)

Retailer’s Pricing and Service Strategies under Consumer Value Co-creation for Co-produced Product

WANG Jun-bin¹, ², FAN Xiao-jun²

1. School of Business, Changshu Institute of Technology, Suzhou 215500, China;2. School of Management, Shanghai University, Shanghai 200444, China

Received:2019-01-23 Revised:2020-03-11 Online:2022-08-18 Published:2022-08-18
Contact: 范小军 E-mail:ardourfan@shu.edu.cn

摘要/Abstract

摘要： 顾客参与价值共创模式逐渐成为商家吸引消费者的重要利器，在该模式下消费者需要投入一定的成本为产品或服务的最终形成创造一定的价值。本文构建了顾客参与产品价值共创背景下的理论分析模型，通过刻画顾客参与偏好、顾客参与复杂度、价值共创效应和麻烦效应等关键变量，研究了零售商的定价和服务策略。研究表明，当麻烦效应充分小且价值共创效应足够大时，零售商引入顾客参与价值共创战略能达到零售商和消费者双赢局面；大多数情况下提供上门安装服务是零售商的占优策略；零售商提供服务后能够借助服务定价更有效地区分消费者从而更有效地实施价格歧视，使得消费者受损；大多数情况下零售商服务成本的增加反而对消费者有利。

关键词: 顾客参与；价值共创；零售商；定价策略；服务策略

Abstract: The model of customer participation in value co-creation has gradually become an important tool for firms to attract consumers.Under this model, consumers are required to provide value in a production process for goods or services. An analytical model is constructed under the background of customer participation in co-production with value co-creation, and studies retailers’ pricing and service strategies by capturing key features such as customer participation preference, co-production complexity, co-production effect and hassle effect.

Key words: consumer participation; value co-creation; retailer; pricing strategy; service strategy

中图分类号:

F713

王俊斌, 范小军. 顾客价值共创模式下的零售商定价与服务策略研究[J]. 中国管理科学, 2022, 30(8): 164-172.

WANG Jun-bin, , FAN Xiao-jun. Retailer’s Pricing and Service Strategies under Consumer Value Co-creation for Co-produced Product[J]. Chinese Journal of Management Science, 2022, 30(8): 164-172.

参考文献

［1］ Dong Beibei, Sivakumar K. Customer participation in services: Domain, scope, and boundaries［J］. Journal of the Academy of Marketing Science,2017,45(1):1-22.
［2］ Ranjan K R, Read S. Value co-creation: Concept and measurement［J］. Journal of the Academy of Marketing Science, 2016, 44(3):290-315.
［3］ Troye S V, Supphellen M. Consumer participation in coproduction: “I made it myself” effects on consumers’ sensory perceptions and evaluations of outcome and input product［J］. Journal of Marketing, 2012, 521(76):33-46.
［4］ Norton M I, Mochon D, Ariely D. The IKEA effect: When labor leads to love［J］. Journal of Consumer Psychology, 2012, 22(3):453-460.
［5］ Sarstedt M, Neubert D, Barth K. The IKEA effect. A conceptual replication［J］. Journal of Marketing Behavior, 2016, 2: 307-312.
［6］ Marsh L E, Kanngiesser P, Hood B. When and how does labour lead to love? The ontogeny and mechanisms of the IKEA effect［J］. Cognition, 2018, 170:245-253.
［7］ Kim K, Chhajed D. Product design with multiple quality-type attributes［J］. Management Science, 2002, 48(11):1502-1511.
［8］ Kuksov D. Buyer search costs and endogenous product design［J］. Marketing Science, 2004, 23(4):490-499.
［9］姜青舫, 姜树元. 同类异质产品市场博弈Nash均衡最优策略模型［J］. 中国管理科学, 2003, 11(4):69-72.Jiang Qingfang, Jiang Shuyuan. Nash equilibrium game model on firm's optimal strategy in heterogeneous maket［J］. ChineseJournal of Management Science,2003, 11(4):69-72.
［10］ Etgar M. A descriptive model of the consumer co-production process［J］. Journal of the Academy of Marketing Science, 2008, 36(1):97-108.
［11］ Franke N, Schreier M, Kaiser U. The “I designed it myself” effect in mass customization［J］. Management Science, 2010, 56(1):125-140.
［12］何建民, 常传武, 刘业政. 客户网上参与产品开发的“动机-行为”模型研究［J］. 中国管理科学, 2011, 19(5):173-181.He Jianmin, Chang Chuanwu, Liu Yezheng. Motivation-behavior model of customers’participation in product development on internet［J］. Chinese Journal of Management Science,2011, 19(5):173-181.
［13］ Auh S, Bell S J, Mcleod C S, et al. Co-production and customer loyalty in financial services［J］. Journal of Retailing, 2007, 83(3):359-370.
［14］ Mochon D, Norton M I, Dan A. Bolstering and restoring feelings of competence via the IKEA effect［J］. International Journal of Research in Marketing, 2012, 29(4):363-369.
［15］ Xia Lan, Suri R. Trading effort for money: Consumers’ cocreation motivation and the pricing of service Options［J］. Journal of Service Research, 2013, 17(2):228-241.
［16］张明立, 贾薇, 王宝. 基于独特性需要调节作用的顾客参与研究［J］. 管理工程学报, 2011, 25(2):53-61.Zhang Mingli, Jia Wei, Wang Bao. The moderating role of consumers’needs on the relationship between customer demand for uniqueness and customer value creation［J］. Journal of Industrial Engineering and Engineering Management, 2011, 25(2):53-61.
［17］ Syam N, Pazgal A. Co-creation with production externalities［J］. Marketing Science, 2013, 32(5):805-820.
［18］ Atakan S S, Bagozzi R P, Yoon C. Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products［J］. International Journal of Research in Marketing, 2014, 31(4):395-408.
［19］段珍, 来尧静, 姚山季. 基于顾客参与的企业竞争 Hotelling 模型分析［J］. 科技管理研究, 2016, 36(1):181-184.Duan Zhen, Lai Yaojing, Yao Shanji. Analysis of Hotelling model in enterprise competition based on customer participation［J］. Science and Technology Management Research, 2016, 36(1):181-184.
［20］陈章跃, 王勇, 刘华明. 考虑顾客策略行为和产品质量的闭环供应链决策模型［J］. 中国管理科学, 2016, 24(3):109-116.Chen Zhangyue, Wang Yong, Liu Huaming. Decision model of closed-loop supply chain considering customers’strategic behavior and product quality［J］. ChineseJournal of Management Science,2016, 24(3):109-116.
［21］ Ho T H, Li Shan, Park S E, et al. Customer influence value and purchase acceleration in new product diffusion［J］. Marketing Science, 2013, 31(2):236-256.
［22］ Basu A, Bhaskaran S. An economic analysis of customer co-design［J］. Information Systems Research, 2018, 29(4):787-786.
［23］ Wang Junbin, Fan Xiaojun. Co-production strategy, retail competition, and market segmentation［J］. Asia Pacific Journal of Marketing and Logistics, 2019, 32(2): 607-630.

[1]	赵宏霞, 李豪, 王乐. 基于广告位分配的网购平台对在线卖方质量诚信激励研究[J]. 中国管理科学, 2022, 30(6): 188-199.
[2]	冯长利, 马睿泽. 基于服务化的制造企业与服务提供商的演化博弈分析[J]. 中国管理科学, 2022, 30(6): 263-274.
[3]	钱明辉, 郭佳璐. 从社区认同到品牌认同：如何基于在线社区提升品牌的消费者心智份额？[J]. 中国管理科学, 2022, 30(5): 263-274.
[4]	王方, 余乐安, 查锐. 季节性数据特征驱动的电子废弃物回收规模分解集成预测建模研究[J]. 中国管理科学, 2022, 30(3): 199-210.
[5]	魏尉，梅姝娥，仲伟俊. 社交媒体中企业分享奖励营销模式研究[J]. 中国管理科学, 2021, 29(10): 213-223.
[6]	李志鹏, 黄河. 考虑再谈判的网上服务采购多属性拍卖研究[J]. 中国管理科学, 2020, 28(12): 184-195.
[7]	郭捷. 考虑交易安全风险控制投入的在线旅游供应链网络均衡模型[J]. 中国管理科学, 2020, 28(6): 137-145.
[8]	何迎朝, 徐以汎, 王凯. 店铺形象和店铺位置在O2O环境中还重要吗？[J]. 中国管理科学, 2020, 28(6): 171-181.
[9]	李刚, 夏鹏成, 郑梦杰. 网络商店与社区便利店的商品虚拟展示合作研究[J]. 中国管理科学, 2020, 28(2): 115-125.
[10]	尹进, 胡祥培, 郑毅, 周子轩. 社会化商务中基于经验及推荐的消费者感知信任模糊融合模型[J]. 中国管理科学, 2020, 28(1): 122-133.
[11]	林晶, 王健, 郑敏. 买方抗衡势力下双渠道促销合作微分博弈研究[J]. 中国管理科学, 2019, 27(9): 80-92.
[12]	任小静, 李琪. “负面偏见”对平台认证型评论感知有用性的影响[J]. 中国管理科学, 2019, 27(9): 149-159.
[13]	韩菁, 蔡寻, 滕新玉. 价值与风险感知对好评返现行为影响的演化分析[J]. 中国管理科学, 2019, 27(9): 205-216.
[14]	张旭, 侯光明. 双口碑效应下新产品扩散研究——以电影为例[J]. 中国管理科学, 2018, 26(10): 79-88.
[15]	郭燕, 吴价宝, 王崇, 卢珂. 多渠道零售环境下消费者渠道选择意愿形成机理研究——产品类别特征的调节作用[J]. 中国管理科学, 2018, 26(9): 158-169.

顾客价值共创模式下的零售商定价与服务策略研究

Retailer’s Pricing and Service Strategies under Consumer Value Co-creation for Co-produced Product

PDF (PC)

可视化

摘要/Abstract

引用本文

使用本文

参考文献

相关文章 15

Metrics

本文评价

推荐阅读 10