摘要
历史价格和销量对消费者的购买决策有着重要影响。在此背景下,本文探讨了考虑参考价格效应和网络效应的新产品定价策略,并在消费者不同风险态度下比较了企业不同定价策略的优劣性。研究表明,消费者表现为损失中性或损失规避的情况下,当网络效应强度小于与参考价格效应相关的阈值时,企业的最优定价策略为撇脂定价策略;当网络效应强度大于等于与参考价格效应相关的阈值时,最优定价策略为渗透定价策略。而在消费者表现为损失规避的情况下,当网络效应的强度介于两个阈值之间时,最优定价策略为静态定价策略。因此,建议企业作定价决策时权衡两种效应的影响,根据市场状况灵活调整价格策略,并通过优化营销组合来配合价格策略的执行。
Historical price and sales have significant impacts on consumer purchasing decisions.In this context,this paper incorporates both reference price effects and network effects into the pricing strategy for new product launching,and derives the optimal pricing strategy in view of consumers'different risk attitudes.We find that,if consumers have loss neutral or loss aversion,when the magnitude of network effects is less than the threshold associated with reference price effect,the firm prefers skimming pricing strategy;when the magnitude of network effects is greater than or equal to the threshold associated with the reference price effect,it prefers penetration pricing strategy.Particularly,if consumers have loss aversion,when network effects are moderate,the firm will choose static pricing strategy.Therefore,it is recommended that firms consider the trade-off between the two effects when making pricing decisions,adjust pricing according to the market,and optimize marketing mix to help pricing strategy implementation.
出处
《企业经济》
北大核心
2020年第4期58-63,共6页
Enterprise Economy
基金
国家自然科学基金重点项目“基于全网数据的消费者行为与偏好研究”(项目编号:71332006)。
关键词
参考价格效应
网络效应
定价策略
reference price effect
network effect
pricing strategy
