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  本文關鍵詞：基于顧客異質性的電子零售商定價決策研究　出處：《昆明理工大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 電子零售 定價 顧客異質性 感知價值 感知風險

【摘要】：互聯(lián)網的興起以及電子商務的不斷發(fā)展,使得網絡營銷成為當今最熱門的營銷推廣方式,電子零售店已成為零售商新興的營銷渠道。而隨著上網人數(shù)的不斷增加,覆蓋的區(qū)域越來越廣泛,與傳統(tǒng)零售相比,電子零售具有得天獨厚的優(yōu)勢,電子零售交易額所占社會零售總額的比例也在不斷增加。然而,電子零售商想在營銷渠道占有一席之地,則必須考慮消費者網絡購物的特征,才能夠保證電子渠道適時地發(fā)揮作用,從而形成良好的在線購物環(huán)境。在此背景下,顧客對網絡產品的感知價值和網絡購物的感知風險已成為影響電子零售商定價的關鍵因素,顧客異質性逐漸推動電子零售商重新考慮產品的定價問題。因此,本文的目標是結合顧客異質性,根據產品價格、顧客感知價值以及顧客感知風險與需求之間的關系,建立電子零售商定價模型,使得電子零售商獲取最大利潤。首先,文章利用消費者效用理論,在顧客感知價值異質性下得到新的需求函數(shù),建立電子零售商定價模型,并得出電子零售商的最優(yōu)零售價格、最優(yōu)銷售量和最優(yōu)利潤,分析產品網絡適應性和單位成本對電子零售商決策的影響。然后,在顧客感知風險異質性下,考慮電子零售商提供無退貨和退貨兩種策略,得到對應的需求函數(shù),建立兩種策略下電子零售商定價模型,分別得出電子零售商在無退貨和退貨下的最優(yōu)零售價格、最優(yōu)銷售量和最優(yōu)利潤,并分析退貨對電子零售商決策的影響。最后,將顧客異質性擴展到二維,同時考慮顧客感知價值異質和顧客感知風險異質情形,通過需求函數(shù)的構建,建立相應電子零售商定價模型,得出顧客二維異質性下電子零售商最優(yōu)定價、最優(yōu)銷售量和最優(yōu)利潤,并對電子零售商在二維異質性下的最優(yōu)決策與一維異質性下的最優(yōu)決策進行對比分析。通過對顧客異質性下電子零售商定價決策的研究,不僅將豐富電子零售商定價的理論研究,還將進一步提高電子零售商的定價能力,使零售商在未來具備更大的競爭能力,推動電商行業(yè)良性發(fā)展。
[Abstract]:With the rise of the Internet and the continuous development of e-commerce, network marketing has become the most popular marketing promotion. Electronic retail stores have become a new marketing channel for retailers. With the increasing number of people online, the area covered is more and more extensive. Compared with traditional retail, electronic retail has unique advantages. The proportion of electronic retail transactions in total social retail volume is also increasing. However, if e-retailers want to have a place in marketing channels, they must consider the characteristics of consumer online shopping. In order to ensure that electronic channels play a timely role, thus forming a good online shopping environment. In this context. The perceived value of customers to network products and perceived risk of online shopping have become the key factors that affect the pricing of electronic retailers. Customer heterogeneity has gradually prompted e-retailers to reconsider the pricing of products. The aim of this paper is to establish a pricing model for electronic retailers according to product price, customer perceived value and the relationship between customer perceived risk and demand. First of all, using the theory of consumer utility, we obtain a new demand function under customer perceived value heterogeneity, and establish a pricing model of electronic retailer. The optimal retail price, optimal sales volume and optimal profit of electronic retailer are obtained, and the influence of product network adaptability and unit cost on the decision of electronic retailer is analyzed. Then, under the heterogeneity of customer perceived risk. Considering the two strategies of electronic retailer providing no return and return, the corresponding demand function is obtained, and the pricing model of electronic retailer is established under the two strategies. The optimal retail price, the optimal sales volume and the optimal profit of the electronic retailer under the condition of no return and return are obtained, and the influence of the return on the decision of the electronic retailer is analyzed. Finally, the customer heterogeneity is extended to two dimensions. At the same time, considering customer perceived value heterogeneity and customer perceived risk heterogeneity, through the construction of demand function, the corresponding e-retailer pricing model is established, and the optimal pricing of e-retailer under customer two-dimensional heterogeneity is obtained. Optimal sales volume and optimal profit. By comparing the optimal decision of electronic retailer under two-dimensional heterogeneity and one-dimensional heterogeneity, this paper studies the pricing decision of electronic retailer under customer heterogeneity. It will not only enrich the theoretical research of electronic retailers pricing, but also further improve the pricing ability of electronic retailers, so that retailers will have greater competitive power in the future, and promote the benign development of e-commerce industry.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.36

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本文編號：1406146