考虑跨境市场差异的绿色产品行为定价策略比较研究

doi:10.16381/j.cnki.issn1003-207x.2024.0005

Abstract

Abstract:

With behaviour-based pricing （BBP）， enterprises can fully concern the various behavioral characteristics and the payment willingness of new and repeat customers. Prior studies have investigated BBP in the domestic market. Considering the case of BBP in cross-border sales of green products， this paper examined BBP in cross-border market between green and conventional products. The feasibility and applicability of using BBP are discussed， focusing on the impact of trade costs on BBP， market share， profits and social welfare. It is shown that whether enterprises can fully or partially use BBP in cross-border market will be affected by the difference in trade costs between green and conventional products. With the increase in the enterprise's own trade costs， BBP will focus on protecting loyal customers， and with the increase in the competitor's trade costs， BBP will focus on attracting potential customers. The use of BBP helps to not only strengthen the market share advantages of green products in cross-border market but also improve the consumer surplus and total social welfare of domestic and overseas consumers who buy green products. When the trade cost difference between green and conventional manufacturers is small， the market equilibrium is that both types of enterprises adopt BBP.

Key words: behaviour-based pricing, green products, cross-border market, trade costs

CLC Number:

F224.3

Kanying Liu,Wei Li,Ningyao Sun. Behaviour-based Pricing of Green Products Considering Cross-border Market Differences[J]. Chinese Journal of Management Science, 2026, 34(8): 317-328.

Figures/Tables 12

符号	含义
$U$	消费者对所购产品的基本认知价值
$m i 1$	企业 $m$ 在 $i$ 市场第一阶段的统一定价
$m i 2$	企业 $m$ 在 $i$ 市场第二阶段的统一定价
$P i m$	企业 $m$ 在 $i$ 市场第二阶段的忠诚定价
$Q i m$	企业 $m$ 在 $i$ 市场第二阶段的侵占定价
$f$	境外消费者占消费者总人数的比例
$v i$	$i$ 市场中消费者对绿色产品感知的边际效用
$C i$	$i$ 市场中绿色产品的边际生产成本
$x i 0$	$i$ 市场中绿色产品所占有的初始市场份额
$T m$	企业 $m$ 的贸易成本
$τ$	不匹配、负效应或水平分化程度

参数	策略1(UU)	策略2(BB)	策略3(GB)	策略4(LB)
第一阶段（ $t = 0$ ）的产品定价
$G D 1$	$2 C D 3 + v D 3 + τ$	$3 C D 4 + v D 4 + 3 τ 4$	$17 C D 23 + 6 v D 23 + 2 τ 3$	$16 C D 23 + 7 v D 23 + 11 τ 12$
$L D 1$	$C D 3 - v D 3 + τ$	$C D 4 - v D 4 + 3 τ 4$	$7 C D 23 - 7 v D 23 + 11 τ 12$	$6 C D 23 - 6 v D 23 + 2 τ 3$
$G F 1$	$2 C F 3 + v F 3 + τ$ + $2 T G 3 + T L 3$	$3 C F 4 + v F 4 + 3 τ 4$ + $3 T G 4 + T L 4$	$17 C F 23 + 6 v F 23 + 2 τ 3$ + $17 T G 23 + 6 T L 23$	$16 C F 23 + 7 v F 23 + 11 τ 12$ + $16 T G 23 + 7 T L 23$
$L F 1$	$C F 3 - v F 3$ + $T G 3 + 2 T L 3 + τ$	$C F 4 - v F 4 + 3 τ 4$ + $T G 4 + 3 T L 4$	$7 C F 23 - 7 v F 23 + 11 τ 12$ + $7 T G 23 + 16 T L 23$	$6 C F 23 - 6 v F 23 + 2 τ 3$ + $6 T G 23 + 17 T L 23$
第二阶段（ $t = 1$ ）的产品定价
$P D G$	$2 C D 3 + v D 3 + τ$	$5 C D 8 + 3 v D 8 + 2 τ 3$	$15 C D 23 + 3 v D 8 + 3 τ 4$	$16 C D 23 + 7 v D 23 + τ 2$
$Q D G$	$2 C D 3 + v D 3 + τ$	$3 C D 4 + v D 4 + τ 3$	$17 C D 23 + 6 v D 23 + τ 4$	$16 C D 23 + 7 v D 23 + τ 2$
$P F G$	$2 C F 3 + v F 3 +$ + $2 T G 3 + T L 3$	$5 C F 8 + 3 v F 8 + 2 τ 3$ + $5 T G 8 + 3 T L 8$	$15 C F 23 + 8 v F 23 + 3 τ 4$ + $15 T G 23 + 8 T L 23$	$16 C F 23 + 7 v F 23 + τ 2$ + $16 T G 23 + 7 T L 23$
$Q F G$	$2 C F 3 + v F 3 +$ + $2 T G 3 + T L 3$	$3 C F 4 + v F 4 + τ 3$ + $3 T G 4 + T L 4$	$17 C F 23 + 6 v F 23 + τ 4$ + $17 T G 23 + 6 T L 23$	$16 C F 23 + 7 v F 23 + τ 2$ + $16 T G 23 + 7 T L 23$
$P D L$	$C D 3 - v D 3 + τ$	$3 C D 8 - 3 v D 8 + 2 τ 3$	$7 C D 23 - 7 v D 23 + τ 2$	$8 C D 23 - 8 v D 23 + 3 τ 4$
$Q D L$	$C D 3 - v D 3 + τ$	$C D 4 - v D 4 + τ 3$	$7 C D 23 - 7 v D 23 + τ 2$	$6 C D 23 - 6 v D 23 + τ 4$
$P F L$	$C F 3 - v F 3$ + $T G 3 + 2 T L 3 + τ$	$3 C F 8 - 3 v F 8 + 2 τ 3$ + $3 T G 8 + 5 T L 8$	$7 C F 23 - 7 v F 23 + τ 2$ + $7 T G 23 + 16 T L 23$	$8 C F 23 - 8 v F 23 + 3 τ 4$ + $8 T G 23 + 15 T L 23$
$Q F L$	$C F 3 - v F 3$ + $T G 3 + 2 T L 3 + τ$	$C F 4 - v F 4 + τ 3$ + $T G 4 + 3 T L 4$	$7 C F 23 - 7 v F 23 + τ 2$ + $7 T G 23 + 16 T L 23$	$6 C F 23 - 6 v F 23 + τ 4$ + $6 T G 23 + 17 T L 23$

策略	$π L$	$π G$
策略1(UU)	$f 3 τ - h F + ∆ T 2 9 τ + 1 - f (3 τ - h D) 2 9 τ$	$f 3 τ + h F - ∆ T 2 9 τ + 1 - f (3 τ + h D) 2 9 τ$
策略2(BB)	$68 τ - 39 h D - 39 f (h F - ∆ T - h D) 72 + 15 f (h F - ∆ T) 2 + 15 1 - f h D 2 128 τ$	$68 τ + 39 h D + 39 f h F - ∆ T - h D 72$ $+ 15 f (h F - ∆ T) 2 + 15 1 - f h D 2 128 τ$
策略3(GB)	$391 τ - 296 h D - 296 f (h F - ∆ T - h D) 552 + 63 f (h F - ∆ T) 2 + 63 1 - f h D 2 529 τ$	$713 τ + 568 h D + 568 f h F - ∆ T - h D 1104$ $+ 62 f (h F - ∆ T) 2 + 62 1 - f h D 2 529 τ$
策略4(LB)	$713 τ - 568 h D - 568 f (h F - ∆ T - h D) 1104 + 62 f (h F - ∆ T) 2 + 62 1 - f h D 2 529 τ$	$391 τ + 296 h D + 296 f h F - ∆ T - h D 552$ $+ 63 f (h F - ∆ T) 2 + 63 1 - f h D 2 529 τ$

参数	境内	境外
$C S g U U$	$3 τ + h D 12 U + 7 h D - 15 τ 36 τ$	$- 3 τ + h F - ∆ T 15 τ - 7 h F - 12 U + 7 T G + 5 T L 36 τ$
$C S g B B$	$U + 513 h D 2 + 624 τ h D - 2816 τ 2 + 864 U h D 2304 τ$	$- 8 τ + h F - ∆ T 152 τ - 69 h F - 96 U + 69 T G + 27 T L 1536 τ - 4 τ + 3 h F - 3 ∆ T 22 τ - 15 h F - 24 U + 15 T G + 9 T L 576 τ$ $- 16 τ + 9 h F - 9 ∆ T 80 τ - 51 h F - 96 U + 51 T G + 45 T L 4608 τ$
$C S g G B$	$U + 23904 h D 2 + 28888 τ h D - 92575 τ 2 + 39744 U h D 101568 τ$	$23 τ + 4 h F - 4 ∆ T 276 U - 253 τ + 192 h F - 192 T G - 84 T L 12696 τ + 23 τ + 24 h F - 24 ∆ T 368 U - 299 τ + 216 h F - 216 T G - 152 T L 67712 τ$ $+ 69 τ + 32 h F - 32 ∆ T 368 U - 345 τ + 208 h F - 208 T G - 160 T L 67712 τ$
$C S g L B$	$U + 23712 h D 2 + 27784 τ h D - 98923 τ 2 + 39744 U h D 101568 τ$	$23 τ + 4 h F - 4 ∆ T 138 U - 161 τ + 90 h F - 90 T G - 48 T L 6348 τ + 23 τ + 16 h F - 16 ∆ T 368 U - 391 τ + 208 h F - 208 T G - 160 T L 67712 τ$ $+ 69 τ + 40 h F - 40 ∆ T 368 U - 253 τ + 216 h F - 216 T G - 152 T L 67712 τ$

企业	策略	企业G
企业	策略	BBP	UP
企业L	BBP	( $π L B B$ , $π G B B$ )	( $π L L B$ , $π G L B$ )
企业L	UP	( $π L G B$ , $π G G B$ )	( $π L U U$ , $π G U U$ )

$∆ T$	0.1500	0.1600	0.1700	0.1800	0.1900	0.2000	0.2100	0.2200	0.2300	0.2400	0.2500
$S S U U$	3.0278	2.9856	2.9436	2.9016	2.8598	2.8181	2.7764	2.7349	2.6936	2.6523	2.6111
$S S B B$	3.0313	2.9888	2.9465	2.9043	2.8622	2.8203	2.7785	2.7368	2.6952	2.6538	2.6125
$S S G B$	3.2076	3.1651	3.1227	3.0804	3.0382	2.9962	2.9543	2.9125	2.8709	2.8294	2.7880
$S S L B$	3.2076	3.1651	3.1227	3.0804	3.0382	2.9962	2.9543	2.9125	2.8709	2.8294	2.7880

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企业	时间	应用形式	应用范围
考拉海购	2021年12月	为新客户提供每件10-80元不等的优惠	美妆护肤、婴幼儿产品和有机食品等品类
天猫国际	2023年11月	为新客户提供每件4-36元不等的优惠	婴幼儿奶粉、美妆护肤、非耐用产品等品类
亚马逊	2023年3月	为新客户提供200元减15元的优惠	亚马逊中国所有商品

Behaviour-based Pricing of Green Products Considering Cross-border Market Differences

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