[1]王 彪,喻冬冬,徐 杰*,等.考虑产品属性和消费者行为的定价策略研究[J].江西师范大学学报(自然科学版),2023,(01):25-35.
　WANG Biao,YU Dongdong,XU Jie*,et al.The Pricing Strategies in The Presence of Product Attributes and Consumer Behavior[J].Journal of Jiangxi Normal University:Natural Science Edition,2023,(01):25-35.
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考虑产品属性和消费者行为的定价策略研究()
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《江西师范大学学报》（自然科学版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2023年01期
页码:
25-35
栏目:
数学与应用数学
出版日期:
2023-01-25

文章信息/Info

Title:
The Pricing Strategies in The Presence of Product Attributes and Consumer Behavior
作者:
王 彪; 喻冬冬; 徐 杰*; 谢子昭
(江西财经大学信息管理学院,江西 南昌 330013)
Author(s):
WANG Biao; YU Dongdong; XU Jie*; XIE Zizhao
(School of Information Management,Jiangxi University of Finance and Economics,Nanchang Jiangxi 330013,China)
关键词:
质量敏感型;  价格敏感型;  显著性理论;  相对生产效率;  基于行为定价
Keywords:
quality-sensitive;  price-sensitive;  salience theory;  relative production efficiency;  behavior-based pricing
分类号:
F 224.32
文献标志码:
A
摘要:
针对质量敏感型与价格敏感型2类产品,该文利用显著性理论刻画了消费者效用,考虑企业间的相对生产效率,研究了竞争企业实施BBP(基于行为定价)策略对运营绩效的影响.研究发现:当企业间相对生产效率处于中等水平时,实施BBP策略成了一种“囚徒困境”; 然而,当企业间的生产效率存在差异时,相对生产效率低的企业能够从实施BBP策略中获利; 面对质量敏感型产品,消费者对产品质量属性的敏感程度越大,生产效率相对低的高质量企业实施BBP策略所获利润越大,低质量企业则相反; 对于价格敏感型产品,消费者对产品价格属性的敏感程度越大,生产效率相对低的低质量企业实施BBP策略所获利润越大,高质量企业则相反.
Abstract:
For quality-sensitive and price-sensitive products,the salience theory is used to characterize the consumers' utility,and then the impact of BBP(behavior-based pricing)strategy on the firms' performance is investigated,taking the relative production efficiency into consideration.The study finds that implementing BBP strategy becomes a prisoner's dilemma when the relative production efficiency between enterprises is at a medium level.However,the firm with relatively low production efficiency can benefit from BBP,when the firms have different product efficiency.For quality-sentitive products,the higher sensitivity of consumers to quality attributes,the higher profit of implementing BBP strategy for high-quality enterprises with relatively low production efficiency,and the opposite for low-quality enterprises.For price-sentitive products,the higher sensitivity of consumers to price attributes the higher profit of implementing BBP strategy for low-quality enterprises with relatively low production efficiency,and the opposite for high-quality enterprises.By changing the sensitivity of consumers to price/quality attribute to strengthen the profits for enterprises to implement BBP strategy,the conclusion interprets differences of the marketing strategy between diverse enterprises in real life.

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备注/Memo

备注/Memo:
收稿日期:2022-04-02
基金项目:国家自然科学基金(71862014,72272069,72161015,71964014)资助项目.
通信作者:徐 杰(1984—),男,江西进贤人,副教授,博士,主要从事运营与供应链管理研究.E-mail:xujie1900@126.com
更新日期/Last Update: 2023-01-25