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

Abstract

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

CLC Number:

F272

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.

Figures/Tables 11

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

References 20

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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

Competitive Pricing Strategy of Platform E-commerce Enterprises Considering Reference Point Effect and Price Commitment

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