| 曹宗宏,张利.非对称消费者偏好下产品定位和定价决策研究[J].安徽建筑大学学报,2024,32(5):80-88 |
| 非对称消费者偏好下产品定位和定价决策研究 |
| Research on Product Position and Pricing under Asymmetric Consumer Preference |
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| DOI： |
| 中文关键词: 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 manufacturer |
| 基金项目:国家自然科学基金项目（72271004）；安徽省高校省级人文社会科学研究项目（SK2020A0277）；安徽建筑大学博士启动基金项目（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的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者；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，如果两个消费者规模数量差别不大时，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 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 the large manufacturer always uses first-mover advantage to target large consumers. If the retailer does not disclose information, the small manufacturer adopts differentiated positioning, that is, to locate small consumers；and if the retailer leaks information, only when the number of large consumers is much higher than the number of small consumers, the small manufacturer will choose to imitate positioning, that is, to locate large consumers, otherwise the small manufacturer will adopt differentiated positioning. In addition, If the number of two consumer sizes is not very different, the manufacturer positioning a certain type of consumers (that is, providing customized products that are completely consistent with the consumer preferences) is better than positioning both types of consumers (that is, providing mass products that are partially consistent with the preferences of both types of consumers). |
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