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很多市场环境下,厂商针对消费者寻求多样化购买采取预先承诺定价的营销策略。本文建立两期动态博弈模型,研究消费者寻求多样化购买对厂商预先承诺定价行为和市场绩效的影响。研究结果表明:(1)在预先承诺定价机制下,厂商通过预先承诺定价向老顾客收取低价,向新顾客索取高价;(2)消费者寻求多样化购买弱化了厂商间的竞争,导致“默契合谋”;(3)与其他定价机制相比,预先承诺定价机制提升了消费者剩余,降低了厂商利润和社会总福利。本文的研究结果很好地解释了现实经济中许多厂商的定价策略行为,对其产品营销战略具有重要指导意义。
In many market environments, manufacturers are adopting marketing strategies that pre-promise pricing for consumers seeking diversified purchases. This paper establishes a two-period dynamic game model to study the impact of consumers seeking diversified purchase on the manufacturer’s pre-commitment pricing behavior and market performance. The results show that: (1) Under the pre-commitment pricing mechanism, firms charge low prices to old customers through pre-commitment pricing and claim high prices from new customers; (2) Consumers seeking diversified purchases weaken the competition among manufacturers, resulting in “Tacit collusion ”; (3) Compared with other pricing mechanisms, the pre-commitment pricing mechanism improves consumer surplus and reduces the profits of manufacturers and the total social welfare. The research results in this paper can well explain the pricing strategy behavior of many manufacturers in the real economy, which is of great guiding significance to the product marketing strategy.