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。
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 ecommerce 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.
作者
刘旭旺
王骏嘉
齐微
雒兴刚
Liu Xuwang;Wang Junjia;Qi Wei;Luo Xinggang(Institute of Management Science and Engineering,Henan University,Kaifeng 475000,China;Business School,Sichuan University,Chengdu 610065,China;Management School,Hang Zhou Dianzi University,Hangzhou 310018,China)
出处
《中国管理科学》
北大核心
2025年第8期278-288,共11页
Chinese Journal of Management Science
基金
国家自然科学基金项目(72001071)
河南省哲学社会科学规划项目(2022BJJ031)
河南省高校哲学社科创新人才支持计划项目(2024-CXRC-02)
教育部人文社科规划基金项目(24YJA630069)
河南省重点研发与推广专项(软科学研究)项目(252400411228)
河南省高校人文社会科学研究一般项目(2026-ZZJH-015)。
