基于消费者偏好差异的绿色产品行为定价策略比较

doi:10.16381/j.cnki.issn1003-207x.2022.0572

Abstract

Abstract:

A comparative analysis of different behavioural pricing strategies is conducted for green product supply chains （GPSCs）. It is assumed that there are two types of consumers with different preferences for green products in the market. A two-stage game model of GPSCs and non-GPSCs under three pricing strategies is constructed and the impact of different pricing strategies on GPSCs is compared. It is found that behaviour-based pricing （BBP） can promote the improvement of the level of greenness and that the growth rate of the level of greenness is the fastest under the strategy with retailer BBP. Under each BBP strategy， the pricing strategy for green products in different sales stages is affected by factors such as the rate of consumers with no difference in preferences， the cost coefficient of the level of greenness， and the sensitivity coefficient of the level of greenness. BBP is beneficial for improving the profit growth rate of green product retailers with a decrease in the rate of consumers with no difference in preferences.

Key words: behaviour-based pricing, green productsupply chain, differences in consumer preferences

CLC Number:

F224.3

Kanying Liu,Wei Li. Behavior-based Pricing of Green Product Supply Chain in Different Channels Considering Consumer Preference Differences[J]. Chinese Journal of Management Science, 2024, 32(11): 279-286.

Figures/Tables 5

符号	描述
U	消费者对所购产品的基本认知价值
$α$	无偏好差异消费者占消费者总人数的比例
$β$	绿色偏好消费者占消费者总人数的比例
$τ$	不匹配、负效用或水平分化程度
$θ$	绿色产品的绿色度
$γ$	绿色度的敏感性系数
$μ$	绿色度成本系数
$x 0$	绿色产品所占有的初始市场份额
$k 1$	零售商k第一阶段的零售价格
$k 2$	无BBP时，零售商k第二阶段的零售价格
$p k$	BBP实施时，零售商对忠诚客户的定价(忠诚价格)
$q k$	BBP实施时，零售商对新客户的定价（侵占价格）
$w k 1$	制造商k第一阶段的批发价格
$w k 2$	无BBP时，制造商k第二阶段的批发价格
$w p k$	BBP实施时，制造商对忠诚客户的定价
$w q k$	BBP实施时，制造商对新客户的定价
$c i$	不同的定价策略， $i = 1,2, 3$ 分别代表无BBP、零售商BBP、批发零售BBP

参数	策略 1	策略 2	策略 3
$θ *$	$9 τ γ 1 - α 18 μ τ - γ 2 1 - α 2$	$33855 τ γ 1 - α 44955 μ τ - 5066 γ 2 1 - α 2$	$17202 τ γ 1 - α 22842 μ τ - 1909 γ 2 1 - α 2$
$w g 1 *$	$54 μ τ 2 18 μ τ - γ 2 1 - α 2$	$10 τ 35631 μ τ - 935 γ 2 1 - α 2 3 44955 μ τ - 5066 γ 2 1 - α 2$	$6 τ 43052 μ τ - 2797 γ 2 1 - α 2 22842 μ τ - 1909 γ 2 1 - α 2$
$g 1 *$	$72 μ τ 2 18 μ τ - γ 2 1 - α 2$	$τ 14070915 μ τ - 566714 γ 2 1 - α 2 81 44955 μ τ - 5066 γ 2 1 - α 2$	$8 τ 3643299 μ τ - 236684 γ 2 1 - α 2 81 22842 μ τ - 1909 γ 2 1 - α 2$
$w g 2 *$	$54 μ τ 2 18 μ τ - γ 2 1 - α 2$	$5 τ 80919 μ τ + 3740 γ 2 1 - α 2 6 44955 μ τ - 5066 γ 2 1 - α 2$
$g 2 *$	$72 μ τ 2 18 μ τ - γ 2 1 - α 2$
$w p g$			$5 τ 22842 μ τ + 1873 γ 2 1 - α 2 3 22842 μ τ - 1909 γ 2 1 - α 2$
$w q g$			$τ 30456 μ τ + 2477 γ 2 1 - α 2 22842 μ τ - 1909 γ 2 1 - α 2$
$p g *$		$τ 1753245 μ τ + 90346 γ 2 1 - α 2 18 44955 μ τ - 5066 γ 2 1 - α 2$	$20 τ 22842 μ τ + 1873 γ 2 1 - α 2 9 22842 μ τ - 1909 γ 2 1 - α 2$
$q g *$		$τ 1483515 μ τ + 59254 γ 2 1 - α 2 18 44955 μ τ - 5066 γ 2 1 - α 2$	$4 τ 30456 μ τ + 2477 γ 2 1 - α 2 3 22842 μ τ - 1909 γ 2 1 - α 2$
$π R g$	$324 μ 2 τ 3 18 μ τ - γ 2 1 - α 2 2$	$τ 145508545800 μ 2 τ 2 - 5904299790 μ τ γ 2 1 - α 2 + 407109829 γ 4 α 4 + 1 - 814219658 γ 4 α 2 α 2 - 3 α + 2 81 44955 μ τ - 5066 γ 2 1 - α 2 2$	$τ 104612271282 μ 2 τ 2 - 10445098392 μ τ γ 2 1 - α 2 + 467251823 γ 4 α 4 + 1 - 934503646 γ 4 α 2 α 2 - 3 α + 2 81 22842 μ τ - 1909 γ 2 1 - α 2 2$
$π M g$	$162 μ τ 2 12 μ τ - γ 2 1 - α 2 2 18 μ τ - γ 2 1 - α 2 2$	$1525 τ 296406297 μ 2 τ 2 - 42563394 μ τ γ 2 1 - α 2 + 411400 γ 4 α 4 + 1 - 822800 γ 4 α 2 α 2 - 3 α + 2 108 44955 μ τ - 5066 γ 2 1 - α 2 2$	$τ 90350914266 μ 2 τ 2 - 12589299774 μ τ γ 2 1 - α 2 + 407218967 γ 4 α 4 + 1 - 814437934 γ 4 α 2 α 2 - 3 α + 2 27 22842 μ τ - 1909 γ 2 1 - α 2 2$
$π R g 2$	$162 μ 2 τ 3 18 μ τ - γ 2 1 - α 2 2$	$τ 90942841125 μ 2 τ 2 + 9662537790 μ τ γ 2 1 - α 2 + 295684058 γ 4 α 4 + 1 - 591368116 γ 4 α 2 α 2 - 3 α + 2 162 44955 μ τ - 5066 γ 2 1 - α 2 2$	$τ 10696017762 μ 2 τ 2 + 1748532258 μ τ γ 2 1 - α 2 + 71461493 γ 4 α 4 + 1 - 142922986 γ 4 α 2 α 2 - 3 α + 2 81 22842 μ τ - 1909 γ 2 1 - α 2 2$
$π M g 2$	$81 μ τ 2 12 μ τ - γ 2 1 - α 2 2 18 μ τ - γ 2 1 - α 2 2$	$25 τ 6547884561 μ 2 τ 2 - 1870433694 μ τ γ 2 1 - α 2 + 13987600 γ 4 α 4 + 1 - 27975200 γ 4 α 2 α 2 - 3 α + 2 108 44955 μ τ - 5066 γ 2 1 - α 2 2$	$τ 10696017762 μ 2 τ 2 - 2246236596 μ τ γ 2 1 - α 2 + 71461493 γ 4 α 4 + 1 - 142922986 γ 4 α 2 α 2 - 3 α + 2 27 22842 μ τ - 1909 γ 2 1 - α 2 2$

绿色度敏感系数	无偏好差异消费者占比	绿色产品第一阶段的批发价格	绿色产品第一阶段的零售价格
$0 < γ < 1.208 μ τ$		$w g 1 c 1 > w g 1 c 2$	$g 1 c 1 > g 1 c 2$
$1.208 μ τ ≤ γ < 1.645 μ τ$	$α < α *$	$w g 1 c 1 > w g 1 c 2$	$g 1 c 1 < g 1 c 2$
$1.208 μ τ ≤ γ < 1.645 μ τ$	$α ≥ α *$	$w g 1 c 1 > w g 1 c 2$	$g 1 c 1 ≥ g 1 c 2$
$γ ≥ 1.645 μ τ$	$α ≤ α'$	$w g 1 c 1 ≤ w g 1 c 2$	$g 1 c 1 < g 1 c 2$
	$α' < α < α *$	$w g 1 c 1 > w g 1 c 2$	$g 1 c 1 < g 1 c 2$
	$α ≥ α *$	$w g 1 c 1 > w g 1 c 2$	$g 1 c 1 ≥ g 1 c 2$

绿色敏感系数	无偏好差异消费者占比	绿色产品第二阶段的忠诚价格	绿色产品第二阶段的侵占价格
$0 < γ < 1.511 μ τ$		$p g c 2 < p g c 3$	$q g c 2 > q g c 3$
$γ ≥ 1.511 μ τ$	$α < α''$	$p g c 2 > p g c 3$	$q g c 2 > q g c 3$
$γ ≥ 1.511 μ τ$	$α ≥ α''$	$p g c 2 ≤ p g c 3$	$q g c 2 > q g c 3$

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Behavior-based Pricing of Green Product Supply Chain in Different Channels Considering Consumer Preference Differences

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