| 曹宗宏,张利.非对称消费者偏好信息下产品定位和定价决策研究[J].安徽建筑大学学报,2024,32(): |
| 非对称消费者偏好信息下产品定位和定价决策研究 |
| Research on Product Position and Pricing under Asymmetric Consumer Preference Information |
| 投稿时间：2023-10-08 修订日期：2024-03-12 |
| DOI： |
| 中文关键词: 产品定位 消费者偏好 信息泄露 定价 非对称制造商 |
| 英文关键词: Positioning consumer preference information disclosure pricing asymmetric manufacturers |
| 基金项目:国家自然科学基金（72271004）；安徽省人文社科基金重点项目(SK2020A0277)；安徽省高校优秀拔尖人才培育资助项目(gxyqZD2019058)；安徽建筑大学博士启动基金(2019QDZ04). |
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| 中文摘要: |
| 考虑大型制造商、小型制造商和零售商组成的两级供应链。基于消费者偏好信息非对称建立了制造商产品定位、零售商信息泄露和产品定价博弈模型。首先研究了两种产品在9种定位组合下的最优定价决策，随后讨论了两种产品均衡定位策略以及零售商泄露消费者偏好信息的条件，分析了特定偏好消费者群体规模对上述决策的影响。结果表明，大型制造商利用先动优势总是定位规模大的消费者。若零售商不泄露信息，则小型制造商采用差异化定位原则，即定位规模小的消费；若零售商泄露信息，只有当规模大的消费者数量远远高于规模小的消费者数量时，小型制造商才选择模仿定位，即定位规模大的消费者，否则小型制造商采用差异化定位。此外，如果两个规模消费者数量差别不大时，制造商定位某类型消费者（即提供与该类型消费者偏好完全一致的定制产品）优于定位兼顾两类型消费者（即提供与两种类型消费者偏好部分一致的大众产品）。 |
| 英文摘要: |
| Consider a two echelon supply chain consisting of a large manufacturer, a small manufacturer and a retailer. We discuss the topic on manufacturers’ product positioning, the retailer’s information leakage and product pricing strategy based on the asymmetry of consumer preference information. Firstly, we study the optimal pricing decision of the two products under nine positioning combinations. Then, we discuss the two equilibrium positioning strategies of the two products and the condition for the retailer to disclose consumer preference information, and analyze the influence of the specific preference consumer group size on the above decisions. The results show that large manufacturer take advantage of the first mover to always target large consumers. If the retailer does not disclose information, the small manufacturer adopt the principle of differentiated positioning, that is, locate the small consumption; and if the retailer leaks information, only when the number of large consumers is far higher than the number of small consumers, the small manufacturer choose to imitate positioning, that is, locate the large consumers, otherwise the small manufacturer adopt differentiated positioning. In addition, if the number of differences between the two scale consumers is not large, the manufacturer positioning a certain type of consumers (i. e., providing customized products that are completely consistent with the consumer preferences) is superior to positioning the two types of consumers (i. e., providing mass products that are partially consistent with the preferences of the two types of consumers). |
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