考虑参照点效应和价格承诺的平台电商企业竞争定价策略研究

doi:10.16381/j.cnki.issn1003-207x.2022.2088

摘要/Abstract

摘要：

在平台经济背景下，价格、销量是消费者最关注且较易获得的信息，消费者根据这些信息形成自身对产品相关属性的参照点，进一步制定购买决策。考虑受价格、销量双参照点效应影响的消费者决策行为研究对平台企业的产品定价和营销策略制定具有重要意义。本文利用Hotelling模型，构建了平台企业间竞争的两期产品定价模型，研究了双参照点效应对竞争企业在价格承诺或不承诺条件下产品定价、利润及策略选择的影响，分析了产品质量差异、参照点效应强度、单位产品偏好成本等因素对企业利润和竞争情形变化的影响机理，进一步提出了产品销售的两期最优定价策略。研究结果表明，劣势企业是否参与市场竞争，除了考虑与优势企业产品质量差距、消费者对产品的单位偏好成本，还要考虑参照点效应的强度；以利润最大化为目标，优势企业最优选择为价格承诺，劣势企业最优选择为价格不承诺。研究成果可以为平台企业产品定价和运营管理提供理论依据和决策支持。

关键词: 平台经济, 参照点效应, Hotelling模型, 产品定价

Abstract:

Under the background of platform economy， price and sales volume are the most concerned and easily available information for consumers. Based on these information， consumers form their own reference points for product-related attributes and further make purchase decisions. The research on consumer decision-making behavior considering the influence of price and sales double reference point effect is of great significance to the product pricing and marketing strategy formulation of platform enterprises. In this paper， the Hotelling model is used to construct a two-period product pricing model for competition among platform enterprises. The influence of double reference point effect on product pricing， profit and strategy choice of competitive enterprises under price commitment or non-commitment is studied. The influence mechanism of product quality difference， reference point effect intensity， unit product preference cost and other factors on enterprise profit and competition situation change is analyzed， and the two-period optimal pricing strategy of product sales is further proposed. It is found that whether the disadvantaged enterprises choose the price commitment strategy is related to the degree of influence of the reference point effect and the unit preference cost of the product. Platform e-commerce enterprises can improve consumers ' preset reference points for products by optimizing product experience and improving service quality， so as to increase the competitive advantage of enterprise products. With the goal of maximizing profits， the optimal choice of advantageous enterprises is price commitment， and the optimal choice of disadvantaged enterprises is price non-commitment. The research results can provide theoretical basis and decision support for product pricing and operation management of platform enterprises.

Key words: platform economy, reference point effect, Hotelling model, product pricing

中图分类号:

F272

刘旭旺, 王骏嘉, 齐微, 雒兴刚. 考虑参照点效应和价格承诺的平台电商企业竞争定价策略研究[J]. 中国管理科学, 2025, 33(8): 278-288.

Xuwang Liu, Junjia Wang, Wei Qi, Xinggang Luo. Competitive Pricing Strategy of Platform E-commerce Enterprises Considering Reference Point Effect and Price Commitment[J]. Chinese Journal of Management Science, 2025, 33(8): 278-288.

图/表 11

表1

参数符号"

符号	含义
$v i$	产品 $i$ 的质量( $i = 0,1$ )
$p i j$	产品 $i$ 在第 $j$ 期的价格( $j = 1,2$ )
$D i j$	产品 $i$ 在第 $j$ 期的销量
$π i j$	商家 $i$ 在第 $j$ 期的利润
$t$	消费者对产品的单位偏好成本
$u i j$	消费者在第 $j$ 期购买产品 $i$ 的效用
$α$	消费者参照价格效应强度( $0 < α < 1$ )
$β$	消费者参照销量效应强度( $0 < β < 1$ )
$p r j$	消费者在第 $j$ 期的参照价格
$D r$	消费者在第2期的参照销量
$θ l$	消费者对不同价格信息的偏好程度( $l = 1,2, 3$ )
$ρ$	消费者对不同销量信息的偏好程度

表1

图1

表2

图2

表3

图3

图4

图5

表4

图6

表5

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(α, β)	P₀₂
(α, β)	情形a	情形b	情形c
(0,0)	0.4667	0.4667	0.4667
(0,0.5)	0.2762	0.3625	0.3972
(0,1)	0.1590	0.2583	0.3278
(0.5,0.5)	0.1841	0.2417	0.2648
(0.5,0)	0.3111	0.3111	0.3111
(1,0)	0.2333	0.2333	0.2333
(1,1)	0.0795	0.1292	0.1639

(α, β)	P₀₂
(α, β)	情形a	情形b	情形c
(0,0)	1.1330	1.1330	1.1330
(0,0.5)	0.9429	1.2380	1.2030
(0,1)	0.8256	1.3420	1.2720
(0.5,0.5)	0.6286	0.8250	0.8019
(0.5,0)	0.7556	0.7556	0.7556
(1,0)	0.5667	0.5667	0.5667
(1,1)	0.4128	0.6708	0.6361

(α, β)	Π₀
(α, β)	情形a	情形b	情形c
(0,0)	21.3600	10.8100	11.8400
(0,0.5)	12.6400	8.4310	10.1000
(0,1)	7.2760	6.0480	8.355
(0.5,0.5)	8.4270	5.6210	6.7310
(0.5,0)	14.2400	7.2100	7.8920
(1,0)	10.6800	5.4070	5.9190
(1,1)	3.6380	3.0240	4.1780

(α, β)	Π₀
(α, β)	情形a	情形b	情形c
(0,0)	177.1000	89.3400	86.8500
(0,0.5)	147.3000	97.4700	92.1200
(0,1)	129.0000	105.6000	97.4000
(0.5,0.5)	98.2000	64.9800	61.4200
(0.5,0)	118.0000	59.5600	57.9000
(1,0)	88.5300	44.6700	43.4300
(1,1)	64.5000	52.8100	48.7000