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本文以顾客对产品的认知价值为中间桥梁,建立信息差距与网络卖家不断降价这种现象之间的内在联系,构建了一个寡头卖家针对某种高质量耐用产品的两阶段降价模型。拥有更多信息的顾客对产品的认知价值更高,其目标为最大化购买产品和通过网络口碑传播信息带来的总效用,拥有较少信息的顾客对产品的认知价值相对较低,获取额外信息可以提高其对产品的认知价值。寡头卖家在信息传播前后两个阶段针对这两类顾客分别定价,以最大化总利润为目标。研究发现:当信息价值、信息传播成本和折现因子满足一定条件时,随着信息差距从大逐渐变小,卖家最优定价策略一般会依次经历三个过程:放弃激励定价,高价值顾客不传播信息;实施激励定价,高价值顾客传播信息;不实施激励定价,高价值顾客仍传播最大信息量。
This paper constructs a two-stage price reduction model based on the perceived value of the customer as a bridge between the information gap and the online seller constant price cuts. Customers with more information have a higher perceived value of the product, with the goal of maximizing the total utility of purchasing products and disseminating information through word-of-mouth, with less-informed customers having a lower perceived value of the product, Getting additional information can increase its perceived value to the product. Oligopoly sellers set prices for these two types of customers respectively before and after the information dissemination to maximize the total profit. The research finds that when the information value, information dissemination cost and discount factor satisfy certain conditions, as the information gap gradually becomes smaller, the optimal pricing strategy of sellers generally goes through three processes in sequence: discard incentive pricing, high value customers do not Dissemination of information; the implementation of incentive pricing, high value customers to disseminate information; do not implement incentive pricing, high value customers still spread the maximum amount of information.