發(fā)布時間：2018-07-15 21:15

【摘要】：產(chǎn)品技術(shù)的更新及市場競爭加劇促使商品在較短生命周期內(nèi)價格下降趨勢明顯,消費者也傾向于熟悉產(chǎn)品的價格路徑判斷合適的時機購買,表現(xiàn)出"策略性"特征,為廠商帶來巨大損失,為了抑制消費者策略性等待購買,廠商往往傾向于給予一定的價格保證。而單位產(chǎn)品生產(chǎn)成本不確定降低現(xiàn)象廣泛存在于生產(chǎn)銷售過程中,依據(jù)成本驅(qū)動價格理論,廠商對于定價機制的選擇應(yīng)具備一定的靈活性。基于此矛盾點,研究了成本不確定下考慮策略消費者的廠商定價機制選擇問題具有很強的現(xiàn)實意義。本文以現(xiàn)有與消費者策略行為相關(guān)的定價研究為基礎(chǔ),在確定市場需求背景下,通過建立單一壟斷廠商面向策略消費者的單級供應(yīng)鏈兩周期定價模型,研究的內(nèi)容包括以下三方面:(1)在短視性與策略性消費者并存的市場,研究不考慮成本變動時廠商在不同市場結(jié)構(gòu)下對于動態(tài)定價、價格承諾與差價補償定價機制的選擇決策及各定價機制的適用條件,作為論文的基礎(chǔ)標(biāo)桿。研究證明了廠商可以通過價格承諾或差價補償機制來緩解消費者的策略性等待行為,并驗證了相關(guān)的條件。(2)將學(xué)習(xí)效應(yīng)及成本不確定性引入到同時考慮短視性與策略性消費者的廠商定價模型中,對比不考慮成本變動下的廠商定價機制決策,分析研究成本不確定性系數(shù)對廠商定價機制選擇的影響。研究證明了為匹配廠商成本變動的不確定性,即使考慮到消費者策略行為,廠商對于動態(tài)定價機制、價格承諾機制或差價補償機制的選擇需要根據(jù)成本的不確定性來權(quán)衡,且動態(tài)定價機制有可能成為最優(yōu)決策。(3)將研究拓展至再制造單級供應(yīng)鏈系統(tǒng),分別建模求解不考慮與考慮成本變動時廠商的定價決策,并進一步探討學(xué)習(xí)效應(yīng)對考慮消費者策略行為的廠商的影響。研究證明了,考慮到再制造品銷售問題,學(xué)習(xí)效應(yīng)影響下廠商有可能從消費者的策略等待行為中受益。
[Abstract]:The renewal of product technology and the intensification of market competition make the decline trend of commodity price obvious in the short life cycle. Consumers also tend to be familiar with the price path of the product to judge the appropriate time to buy, showing the characteristics of "strategic". In order to restrain consumers from waiting to buy strategically, they tend to give a certain price guarantee. However, the uncertain reduction of unit production cost exists widely in the process of production and sale. According to the cost-driven pricing theory, manufacturers should have some flexibility in the choice of pricing mechanism. Based on this contradiction, it is of great practical significance to study the choice of firm pricing mechanism considering strategic consumers under uncertain cost. Based on the existing pricing research related to the behavior of consumer strategy and under the background of market demand, this paper establishes a two-cycle pricing model of single-stage supply chain oriented to strategic consumers by a single monopolist. The contents of the study include the following three aspects: (1) in the market where short-sighted and strategic consumers coexist, the study studies the dynamic pricing of firms in different market structures without considering the change of costs. The decision of price commitment and price difference compensation pricing mechanism and the applicable conditions of each pricing mechanism are used as the basic benchmark of the paper. Studies have shown that firms can ease consumers' strategic waiting behavior through price commitments or a price difference compensation mechanism. And the relevant conditions are verified. (2) the learning effect and cost uncertainty are introduced into the firm pricing model which considers both short-sighted and strategic consumers. The influence of cost uncertainty coefficient on the choice of firm pricing mechanism is analyzed. The research proves that to match the uncertainty of the cost change of the firm, even considering the behavior of the consumer strategy, the choice of the dynamic pricing mechanism, the price commitment mechanism or the price difference compensation mechanism needs to be weighed according to the uncertainty of the cost. The dynamic pricing mechanism may be the optimal decision. (3) the research is extended to the remanufacturing single-level supply chain system, and the pricing decision of the firm without considering and considering the cost change is solved by modeling. Furthermore, the influence of learning effect on the firms considering the behavior of consumer strategy is discussed. The study proves that, considering the problem of re-manufacturing sales, firms may benefit from consumers' strategic waiting behavior under the influence of learning effect.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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