网络外部性产品的动态定价策略——基于消费者索赔行为视角
Dynamic Pricing Strategy in the Presence of Network Externalities Marketing——Based on Consumer Claim Behavior Perspective
作者：颜锦江;彭盈;李晓峰;
Author：
收稿日期： 年卷（期）页码：2015,200(05):-136-144
期刊名称：四川大学学报(哲学社会科学版)
Journal Name：Journal of Sichuan University (Social Science Edition）
关键字：动态定价;维权赔偿;寡头竞争;网络外部性;微分博弈
Key words：
基金项目：
中文摘要
考虑所售产品具有网络外部性特征,通过引入消费者对产品质量的评价与预期,刻画消费者预期对市场潜量的影响。在寡头竞争的市场结构中,考虑消费者的维权行为,将消费者作为博弈主体,通过建立相关的Hamilton模型,研究厂商最优动态定价和相应的补偿策略。结果表明,企业对消费者做出的赔偿随着时间的推移逐渐增大,而消费群体对产品质量的主观评价及销量则随着时间的推移慢慢减小并最终稳定在某个水平;仅依靠向消费者进行赔偿的手段维持销量,企业获得的利润将会随着时间的推移越来越低,必须同时依赖技术创新和服务质量的提高,方能使获得的利润最大。最后,通过仿真模拟产品售价、利润、赔偿额度及质量感知等关键参数随时间变化的趋势,为企业采用最优化策略起到一定的指导作用。
参考文献
1 S.J.Liebowitz and S.E.Mzrgolis,“The Fable of the Keys,”Journal of Law&Economics,Vol.33,No.1,1990,pp.1-25.
2 K.Paul,“Markets with Consumer Switch Costs,”Quarterly Journal of Economics,Vol.18,No.5,1987,pp.138-150.
3 Yingyot Chiaravutthi,“Predatory Pricing with the Existence of Network Externalities in the Laboratory,”Information Economics and Policy,Vol.19,No.2,2007,pp.151-170.
4 Jong-Hee Hahn,“The Welfare Effect of Quality Degradation in the Presence of Network Externalities,”Information Economics and Policy,Vol.16,No.4,2004,pp.535-552.
5 Vincent Maka and Rami Zwick,“Investment Decisions and Coordination Problems in a Market with Network Externalities:An Experimental Study,”Journal of Economic Behavior&Organization,Vol.76,No.3,2010,pp.759-773.
1Chun-Hsiung Liao and Chun-Wei Chen,“Network Externality and Incentive to Invest in Network Security,”Economic Modelling,Vol.36,2014,pp.398-404.
2Eunjin Kim and Byungtae Lee,“An Economic Analysis of Customer Selection and Leveraging Strategies in a Market Where Network Externalities Exist,”Decision Support Systems,Vol.44,No.1,2007,pp.124-134.
3Chih-Wei Chang,Yan-Shu Lin,and Hiroshi Ohta,“Optimal Location in Two-sided Markets,”Economic Modelling,Vol.35,Sept.2013,pp.743-750.Jean J.Gabszewicz and Xavier Y.Wauthy,“Vertical Product Differentiation and Twosided Markets,”Economics Letters,Vol.123,Issue 1,April 2014,pp.58-61.
4刁新军等:《具有网络外部性的产品纵向差异化策略》,《预测》2009年第6期。
5李宇雨等:《网络外部性环境下供应链纵向合作研发机制》,《现代管理科学》2011年第11期。
6P.Baake and A.Boom,“Vertical Product Differentiation,Network Externalities and Compatibility Decisions,”International Journal of Industrial Organization,Vol.19,No.1,Feb.2011,pp.267-284.王希凤等:《网络外部性纵向差异与企业竞争策略研究》,《现代管理科学》2008年第3期。
7Anirudh Dhebar and Shmuel S.Oren,“Optimal Dynamic Pricing for Expanding Networks,”Marketing Science,Vol.4,No.4,1985,pp.336-351.
8Michael L.Katz and Carl Shapiro,“Network Externalities,Competition and Compatibility,”The American Economic Review,Vol.75,June 1985,pp.424-440.
9Ling Zhao and Yaobin Lu,“Enhancing Perceived Interactivity through Network Externalities:An Empirical Study on Micro-blogging Service Satisfaction and Continuance Intention,”Decision Support Systems,Vol.53,No.4,2012,pp.825-834.
Tao Zhou and Yaobin Lu,“Examining Mobile Instant Messaging User Loyalty from the Perspectives of Networkexternalities and Flow Experience,”Computers in Human Behavior,Vol.27,No.2,2011,pp.883-889.
张凯:《存在水平差异化的多寡头双边平台企业竞争研究》,《运筹与管理》,2013年第2期。
谢兆霞等:《两寡头序贯进入下的B2B电子商务网站IT投资决策》,《中国管理科学》2014年第2期。
1 R.Cominetti,J.R.Correa,and N.E.Stier-moses,“The Impact of Oligopolistic Competition in Networks,”Operation Research Letters,Vol.39,No.5,2011,pp.390-396.G.Gallego,and G.van Ryzin,“Optimal Dynamic Pricing of Inventories with Stochastic Demand over Finite Horizons,”Management Science,Vol.40,1994,pp.999-1020.G.Padmanabhan and P.Vrat,“EOQ Models for Perishable Items under Stock Dependent Selling Rate,”European Journal of Operational Research Society,Vol.86,No.2,1995,pp.281-291.Z.M.Huang,and S.X.Li,“Co-op Advertising Models in Manufacture-retailer Supply Chains:A Game Theory Approach,”European Journal of Research,Vol.135,No.3,2001,pp.527-544.
【关闭】
