摘要
在质量敏感市场上,消费者往往基于质量和价格作出购买决策。分析了市场上同时存在质量敏感型消费者和价格敏感型消费者时双寡头企业的质量与价格竞争,讨论了消费者异质性对企业质量和定价策略选择的影响,其中,消费者异质性表现为对价格和质量的敏感程度。基于经典Hotelling模型构造消费者的效用函数,并由此获得企业的需求和利润函数;分析了企业对消费者实施统一定价和差别定价策略时的质量和价格竞争。结果表明:在同一的竞争策略下,企业遵循"最小差异化原则"。在差别定价策略下,企业提供的产品质量高于统一定价时的质量;企业为价格敏感型消费者设置较低的价格,而为质量敏感型消费者设置较高的价格。研究表明,消费者的转换成本较高时企业应该实行差别定价,消费者的转换成本较低时应采用统一定价。此外,讨论了市场上消费者的组成结构对企业均衡价格和均衡质量的影响。
We consider duopoly quality-price competition in a market with two types of consumers= price- sensitive consumers and quality sensitive consumers. The characteristics of consumers are reflected by both the price sensitivity and the quality sensitivity. We first establish the utility function for each type of consumers and derive the demand function for every firm based on Hotelling model. Then, we analyze the duopoly quality price competition under two pricing strategies~ uniform pricing sand discriminatory pricing. The results show that under price discrimination the quality is higher than that under the uniform pricing strategy l firms set lower prices for price-sensitive consumers and higher price for quality-sensitive consumers. By comparisons, we conclude that the firms may carry out discriminatory pricing when consumer＇s transportation cost is high, and adopt uniform pricing when consumer＇s transportation cost is low. Additionally, the proportion of different types of consumers has significant impact on equilibrium prices and qualities.
出处
《系统管理学报》
CSSCI
2013年第3期349-357,共9页
Journal of Systems & Management
基金
国家自然科学基金资助项目(71202134)
