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中国管理科学

中国管理科学 ›› 2023, Vol. 31 ›› Issue (9): 177-185.doi: 10.16381/j.cnki.issn1003-207x.2020.0049

• • 上一篇    

考虑多种等待成本策略型消费者的零售商定价研究

唐跃武1,宋杨2,范体军3()   

  1. 1.台州学院商学院, 浙江 台州 318000
    2.东华大学旭日工商管理学院, 上海 200051
    3.华东理工大学商学院, 上海 200237
  • 收稿日期:2020-01-09 修回日期:2022-10-18 出版日期:2023-09-15 发布日期:2023-09-19
  • 通讯作者: 范体军 E-mail:tjfan@ecust.edu.cn
  • 基金资助:
    国家自然科学基金资助项目(72032001);中央高校基本科研业务费专项资金资助项目

Retailer Pricing when Facing Strategic Consumers with Different Waiting Costs

Yue-wu TANG1,Yang SONG2,Ti-jun FAN3()   

  1. 1.School of Business, Taizhou University, Taizhou 318000, China
    2.Glorious Sun School of Business & Management, Donghua University Shanghai 200051, China
    3.School of Business, East China University of Science and Technology, Shanghai 200237, China
  • Received:2020-01-09 Revised:2022-10-18 Online:2023-09-15 Published:2023-09-19
  • Contact: Ti-jun FAN E-mail:tjfan@ecust.edu.cn

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摘要：

策略型消费者为选择购买时机而估计立即或推迟购买产品的效用时，除了考虑价格和可得性，还应考虑等待成本。考虑消费者等待成本的差异性，将消费者分为高等待成本消费者、居间等待成本消费者和零等待成本消费者。基于报童模型和理性预期均衡原理，考虑三种类型策略型消费者的不同比例，构建了零售商的定价决策模型。分析比较了三种情形的定价决策：以高等待成本消费者为销售目标的定价（TM定价）、以高等待成本和居间等待成本消费者为销售目标的定价（TMξ定价）以及以所有消费者为销售目标的定价（TA定价）。研究显示，即使消费者都是理性的，由于等待成本的差异也会表现出短视型或者是部分理性的消费特征。采用TM定价时，零售商最优收益随高等待成本消费者比例的增大而提高；采用TMξ 定价时，零售商最优收益随零等待成本消费者比例的提高而降低；采用TA定价时，零售商有固定的最优收益， 零售商可以通过权衡每个消费者群体的保留价格和相应的买家数量来获得最优的定价策略。当零等待成本消费者的比例大于阈值，不管其他消费者的类型和比例如何，都应采用TA定价策略。在存在降价销售期的情况下，零售商在两个销售阶段的均衡价格与消费者在这两个销售阶段的等待成本正相关，并具有与单销售阶段类似的结论。

关键词: 策略型消费者, 等待成本, 定价, 报童模型

Abstract:

Through long-term purchase practice， consumers become more and more smart. They can rationally expect the price reduction trend of products， and choose the purchasing time according to the expected utilities of purchasing goods before and after the price reduction. When estimating the utilities of buying a product immediately and after waiting for a price reduction， consumers should consider not only the price and availability， but also the waiting cost of consumers. The waiting cost may be different for different consumers.Based on the rational expectation equilibrium method and newsboy model， considering the difference of consumers' waiting cost， consumers are divided into high waiting cost consumers， intermediate waiting cost consumers and zero waiting cost consumers. In view of the different proportions of these three consumers， a pricing decision model for retailers is constructed. The pricing decisions are analyzed and compared in three situations： pricing targets only high waiting cost consumers （myopic）（TM pricing）， pricing targets high waiting cost and intermediate waiting cost consumers （TMξ pricing） and pricing targets all consumers （TA pricing）.It shows that when the　pricing strategy is adopted， the retailer's optimal profit increases with the proportion of high waiting cost consumers. When TMξ pricing strategy is adopted， the retailer's optimal profit decreases with the proportion of zero waiting cost consumers. When TA pricing strategy is adopted， retailers have a fixed optimal profit. When the proportion of consumers with zero waiting cost is greater than a threshold， regardless of the types and proportions of other consumers， the TA pricing strategy should be adopted. The decision model is also applicable to situations where there are only two types of consumers in the market， myopic and strategic.Finally， the situation with normal sales period and price reduction sales period is discussed. In the case of two sales stages， the equilibrium price of retailers in the two sales stages is positively related to the waiting cost of consumers in these two sales stages. Other conclusions similar to the single sales stage can be drawn.

Key words: strategic consumer, waiting cost, pricing, newsvendor

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