面对战略消费者的产品定价策略研究
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摘要
产品定价策略制定的问题一直是收益管理研究中的重点,采用有效的定价策略能提高企业的利润。对战略消费者行为的研究现在已经成为研究易逝性产品的定价策略时值得关注的一个重要方向。现在越来越多的消费者学会根据潜在的市场经济机制去制定有效的购买决策,例如如果存在产品缺货的现象,消费者可能不会选择前往购买产品；或者当产品在未来存在降价的可能性时,消费者则可能选择延迟到未来的某个时间点再进行购买等,这些类型的消费者被统称为战略消费者。在以往大部分的研究中,认为所有的消费者全部都是短视消费者,忽略了战略消费者的存在。但是在实际中,战略消费者的行为对企业的收益产生重要的影响,所以在市场上存在战略消费者时,制定有效的产品定价策略去应对战略消费者的行为对于提高企业的利润具有重要的意义。
根据现实中广泛存在的实例(例如Zara,BestBuy等),并且以相关的研究文献为基础,本文运用博弈论和激励理论,分别从产品的可获得性和从产品价格的变化这两个角度出发,提出了新的定价策略去应对战略消费者的行为,以提高企业的利润。
首先,从产品的可获得性出发,本文考虑资金预算有限的企业在单个阶段销售产品,且存在缺货现象时,如何制定有效的定价策略以吸引所有的战略消费者前往并提高企业的利润。本文首先提出基本定价策略,然后以此为基础,提出差异化补偿策略。其核心思想为：企业在销售之前承诺,出现缺货现象时,搜寻成本较高的消费者会获得一定的补偿,但是搜寻成本较低的消费者不会获得任何补偿。在企业资金预算无限和有限的情况下,比较分析基本定价策略和差异化补偿策略,给出企业的最优策略选择。为了进一步提高企业的利润,本文还提出了改进的差异化补偿策略,即企业在销售之前承诺,只要消费者遭遇缺货,都会获得补偿,但是不同类型的消费者所获得补偿不同。
然后,从产品价格的变化出发,本文考虑企业在两个阶段降价销售产品,而且正常销售阶段不存在产品缺货的风险时,采用何种有效的定价策略以增加企业的利润。首先建立了基本策略下的模型,然后在此基础上提出了有偿预定的策略,即企业在第一阶段开始销售产品时公布,消费者可以在第一阶段支付一定的预定费用,以获得购买第二阶段产品的优先权。这个策略的目的是利用战略消费者等待的行为,而不是消除这种行为。之后对这两种策略进行了比较,给出了不同情况下企业最优策略的选择。
在研究过程中,本文借鉴已有的研究成果,从不同的角度出发,深入研究应对战略消费者行为的方式,提出三种有效的定价策略,为企业的决策支持提供了参考。
The formulation of pricing strategies is always an important issue in revenue management, and effective pricing strategies can increase the enterprise's profit. Researchers have paid much attention to strategic consumer behavior when they study the pricing strategies of perishable products. Now many consumers are active decision makers and respond strategically to underlying economic mechanisms. For example, the consumers may not choose to go to buy the products if there are stockouts, or the consumers may wait to buy the products if the products will be sold on sale in the future. These consumers are called strategic consumers. In the previous studies, all the consumers are assumed to be myopic consumers, neglecting that there are strategic consumers. However, strategic consumer behavior has an important impact on the profit of the enterprise in reality. Therefore, making proper pricing strategies plays a great role in increasing the profit of the enterprise when there are strategic consumers in the market.
Based on the phenomenon in the reality, and the summarization of the researches of dealing with the strategic consumer behavior, game theory and incentive theory, this paper proposes new pricing strategies to effectively improve the profit of the enterprise from two different aspects, i.e., the aspect of product availability and the aspect of the change of the product's price.
First, from the aspect of product availability, this paper studies how to make effective pricing strategies to induce all the strategic consumers and enhance the profit of the enterprise when there is an enterprise with a limit budget selling products in a single period and consumers may experience stockouts. On the basis of the model of the basic pricing strategy, this paper proposes the differentiated compensation strategy. When adopting the differentiated compensation strategy, before the products are sold, the enterprise commits that the high-cost type consumers will receive compensation if they encounter stockouts while the low-cost type consumers will receive nothing if they encounter stockouts. Then the basic pricing strategy and the differentiated compensation strategy are compared under both the case of an infinite budget and the case of a finite budget, and the optimal strategy of the enterprise is also pointed out in different cases. What is more, the paper proposes the differentiated compensation strategy to further improve the profit of the enterprise. That is. the enterprise commits that all the consumers experiencing stockouts will receive compensation, but different types of consumers receive different compensation
Second, from the aspect of the change of the product's price, this paper investigates effective pricing strategies to improve the profit of the enterprise when the products are sold in two periods with markdown mechanism and there is no risk of stockouts in the regular selling seasoa The model of the basic strategy is build up in the beginning, and the paper proposes the strategy of reservation with additional money. The latter strategy is implemented as follows:in the beginning of the first selling season, the enterprise announces that the consumers can get the priority of purchasing the product sold in the second period if they can pay some fees in the first selling seasoa The purpose of this strategy is to employ the waiting behavior of strategic consumers rather than eliminate it. After analyzing the two strategies, the best choice of the enterprise in different cases is given.
In the process of this study, based on the current research results, this paper proposes three effective pricing strategies to cope with strategic consumer behavior. The results derived from this paper can give some managerial insights for the enterprise.
根据现实中广泛存在的实例(例如Zara,BestBuy等),并且以相关的研究文献为基础,本文运用博弈论和激励理论,分别从产品的可获得性和从产品价格的变化这两个角度出发,提出了新的定价策略去应对战略消费者的行为,以提高企业的利润。
首先,从产品的可获得性出发,本文考虑资金预算有限的企业在单个阶段销售产品,且存在缺货现象时,如何制定有效的定价策略以吸引所有的战略消费者前往并提高企业的利润。本文首先提出基本定价策略,然后以此为基础,提出差异化补偿策略。其核心思想为：企业在销售之前承诺,出现缺货现象时,搜寻成本较高的消费者会获得一定的补偿,但是搜寻成本较低的消费者不会获得任何补偿。在企业资金预算无限和有限的情况下,比较分析基本定价策略和差异化补偿策略,给出企业的最优策略选择。为了进一步提高企业的利润,本文还提出了改进的差异化补偿策略,即企业在销售之前承诺,只要消费者遭遇缺货,都会获得补偿,但是不同类型的消费者所获得补偿不同。
然后,从产品价格的变化出发,本文考虑企业在两个阶段降价销售产品,而且正常销售阶段不存在产品缺货的风险时,采用何种有效的定价策略以增加企业的利润。首先建立了基本策略下的模型,然后在此基础上提出了有偿预定的策略,即企业在第一阶段开始销售产品时公布,消费者可以在第一阶段支付一定的预定费用,以获得购买第二阶段产品的优先权。这个策略的目的是利用战略消费者等待的行为,而不是消除这种行为。之后对这两种策略进行了比较,给出了不同情况下企业最优策略的选择。
在研究过程中,本文借鉴已有的研究成果,从不同的角度出发,深入研究应对战略消费者行为的方式,提出三种有效的定价策略,为企业的决策支持提供了参考。
The formulation of pricing strategies is always an important issue in revenue management, and effective pricing strategies can increase the enterprise's profit. Researchers have paid much attention to strategic consumer behavior when they study the pricing strategies of perishable products. Now many consumers are active decision makers and respond strategically to underlying economic mechanisms. For example, the consumers may not choose to go to buy the products if there are stockouts, or the consumers may wait to buy the products if the products will be sold on sale in the future. These consumers are called strategic consumers. In the previous studies, all the consumers are assumed to be myopic consumers, neglecting that there are strategic consumers. However, strategic consumer behavior has an important impact on the profit of the enterprise in reality. Therefore, making proper pricing strategies plays a great role in increasing the profit of the enterprise when there are strategic consumers in the market.
Based on the phenomenon in the reality, and the summarization of the researches of dealing with the strategic consumer behavior, game theory and incentive theory, this paper proposes new pricing strategies to effectively improve the profit of the enterprise from two different aspects, i.e., the aspect of product availability and the aspect of the change of the product's price.
First, from the aspect of product availability, this paper studies how to make effective pricing strategies to induce all the strategic consumers and enhance the profit of the enterprise when there is an enterprise with a limit budget selling products in a single period and consumers may experience stockouts. On the basis of the model of the basic pricing strategy, this paper proposes the differentiated compensation strategy. When adopting the differentiated compensation strategy, before the products are sold, the enterprise commits that the high-cost type consumers will receive compensation if they encounter stockouts while the low-cost type consumers will receive nothing if they encounter stockouts. Then the basic pricing strategy and the differentiated compensation strategy are compared under both the case of an infinite budget and the case of a finite budget, and the optimal strategy of the enterprise is also pointed out in different cases. What is more, the paper proposes the differentiated compensation strategy to further improve the profit of the enterprise. That is. the enterprise commits that all the consumers experiencing stockouts will receive compensation, but different types of consumers receive different compensation
Second, from the aspect of the change of the product's price, this paper investigates effective pricing strategies to improve the profit of the enterprise when the products are sold in two periods with markdown mechanism and there is no risk of stockouts in the regular selling seasoa The model of the basic strategy is build up in the beginning, and the paper proposes the strategy of reservation with additional money. The latter strategy is implemented as follows:in the beginning of the first selling season, the enterprise announces that the consumers can get the priority of purchasing the product sold in the second period if they can pay some fees in the first selling seasoa The purpose of this strategy is to employ the waiting behavior of strategic consumers rather than eliminate it. After analyzing the two strategies, the best choice of the enterprise in different cases is given.
In the process of this study, based on the current research results, this paper proposes three effective pricing strategies to cope with strategic consumer behavior. The results derived from this paper can give some managerial insights for the enterprise.
引文
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[2]X Su, F Zhang. On the Value of Commitment and Availability Guarantees When Selling to Strategic Consumers[J]. Management Science,2009,55 (5):713-726.
[3]胡本勇,彭其渊,王性玉.考虑采购资金约束的供应链期权柔性契约[J].管理科学学报,2009,12(6):62-71.
[4]G. L. Vairaktarakis. Robust Multi-item Newsboy Models with a Budget Constraint[J]. Int. J. Production Economics,2000,66(3):213-226.
[5]W Zhao, Y S Zheng. Optimal dynamic pricing for perishable assets with nonhomogeneous demand[J].Management Science,2000,46(3):375-388.
[6]A Merrick. Priced to move:Retailers attempt to get a leg up on markdowns with new software. Wall Street J.2001,(August 7) Al.
[7]刘晓峰,黄沛.基于策略型消费者的最优动态定价与库存决策[J].管理科学学报,2009,12(5)：18-26.
[8]RH Coase. Durability and Monopoly[J]. Journal of Law and Economics.1972,15(1):143-149.
[9]C K Anderson, J G Wilson. Wait or Buy? the Strategic Consumer:Pricing and Profit Implications[J]. Journal of the Operational Research Society.2003,54(3):299-306.
[10]Y P Zhou, M Fan and M Cho. On the Threshold Purchasing Behavior of Customers Facing Dynamically Priced Perishable Products, working paper,2005.
[11]G Gallego, G van Ryzin. Optimal Dynamic Pricing of Inventories with Stochastic Demand over Finite Horizons[J]. Management Science,1994,40(8):999-1020.
[12]Q Liu, G van Ryzin. Strategic Capacity Rationing to Induce Early Purchases[J]. Management Science,2008,54 (6):1115-1131.
[13]Y Aviv, A Pazgal. Optimal Pricing of Seasonal Products in the Presence of Forward-Looking Consumers[J]. Manufacturing & Service Operations Management,2008,10(3):339-359.
[14]G Lai, G Debo and K Sycara. Buy Now and Match Later:Impact of Posterior Price Matching on Profit with Strategic Consumers[J]. Manufacturing and Service Operations Management,2010,12 (l):33-55.
[15]G P Cachon, R Swinney. Purchasing, Pricing, and Quick Response in the Presence of Strategic Consumers[J]. Management Science,2009,55 (3):497-511.
[16]R Yin, Y Aviv, A Pazgal and C S Tang. Optimal Markdown Pricing:Implications of inventory Display Formats in the Presence of Strategic Customers[J]. Management Science,2009,55 (8):1391-1408.
[17]李豪.竞争环境下考虑顾客行为的易逝品动态定价策略研究[D].重庆:重庆大学,2010.
[18]T Huang, J Van Mieghem. Are You Willing to Click? on the Value of Advance Information When Selling to Strategic Customers, working paper,2010.
[19]X Su. Optimal Pricing with Speculator and Strategic Consumers[J].Management Science,2010, 56(1)25-40.
[20]B Subramanian, P H Farquhar. Gaining More by Stocking Less:a Competitive Analysis of Product Availability[J]. Marketing Science,1994,13 (1):3-22.
[21]W Zinn, Peter C Liu. Consumer Response to Retail Stockouts[J]. Journal of Business Logistics, 2001,22(1):49-71.
[22]S Mahajan, G van Ryzin. Inventory Competition under Dynamic Consumer Choice[J]. Operations Research,2001,49(5):646-657.
[23]J D Dana. Competition in Price and Availability is Unobservable[J]. The RAND Journal of Economics,2001,32(4):497-513.
[24]E Bendoly, J D Blocher, K Bretthauer, S Krishman, M A Venkataramanan. Online/In-Store Integration and Customer Retention[J]. Journal of Service Research,2005,7(4):313-327.
[25]E T Anderson, G J Fitzsimons and D Simester. Measuring and Mitigating the Costs of Stockouts[J]. Management Science,2006,52 (11):1751-1763.
[26]R Watson. Search, Availability, and Competition in Product Ranges, working paper,2006.
[27]R Dewan, M Freimer and Y Jiang. Using Online Competitor's Inventory Information for Pricing [C]. Proceedings of the 40th Hawaii International Conference on System Sciences,2007:210a.
[28]A Alexandrov, M A Lariviere. Are reservations recommended? working paper,2007.
[29]T L Olsen, R P Parker. Inventory Management under Market Size Dynmics[J]. Management Science,2008,54(10):1805-1821.
[30](?)oannou. The Effects of Capacity on Sales under Alternative Vertical Contracts, working paper, 2008.
[31]C T Conlon, J H Mortimer. Demand Estimation under Incomplete Product Availability, working paper,2008.
[32]C T Conlon, J H Mortimer. Effects of Product Availability:Experimental Evidence, working paper,2010.
[33]G P Cachon. The Allocation of Inventory Risk in a Supply Chain:Push, Pull, and Advance-Purchase Discount Contracts[J]. Management Science,2004,50(2):222-238.
[34]杨丹琴,肖条军,沈厚才.基于高科技行业的供应链预定合同研究[J].软科学,2009,23(6):6-8.
[35]S M Shugan, J Xie. Advance-selling as a Competitive Marketing Tool[J]. International Journal of Research in Marketing,2005,22:351-373.
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