考虑顾客策略行为的易逝品体验式营销最优定价
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摘要
针对短视型顾客和策略型顾客并存的细分易逝品市场,考虑顾客策略行为对商家总利润的重要影响,以及体验式营销对顾客商品价格感知的作用。在以随机分布描述体验后顾客附加价格感知的基础上,确定了顾客发生购买行为的条件,建立了以商家总利润最大化为目标的两阶段定价模型。通过优化求解模型给出了在不同顾客比率下易逝品的两阶段最优定价策略,并探讨了体验式营销成本及体验成本系数对最优定价及最大总利润的影响。最后,采用对比分析验证了策略型顾客的大量存在影响定价及总收益。研究表明:较高的策略型顾客比率会使商家的第1阶段最优定价降低、第2阶段最优定价提高以及两阶段总利润减少;此外,体验式营销可以缓解策略型顾客行为,并且存在最优体验式营销成本。
In view of the coexistence of the myopic customers and strategic customers in the market subdivision of perishable goods, this paper considered the important influence of customers' strategic behavior on merchants' gross profits and the role of experiential marketing on customers' perception of commodity prices. Meanwhile, based on the description of customers' additional perception of prices after their experience by means of random distribution, the conditions of customers' purchasing behavior were determined, and a two-stage pricing model to achieve the maximum merchants' gross profits was established. After that, by solving the optimization model, the two-stage optimal pricing strategies of perishable goods in different customers' proportion were given before discussing the impact of experiential marketing cost and cost coefficient on the optimal pricing and gross profits. Finally, a comparative analysis was conducted to verify the impact of the existence of abundant strategic customers on the optimal pricing and gross profits. The research showed that a higher ratio of strategic customer would lead to a reduction of merchants' optimal pricing in the first stage, an increase in the optimal pricing in the second stage, and a reduction in the total profit of the two stages. In addition, the experiential marketing strategy could mitigate strategic customers' behavior, and there exists an optimal experiential marketing cost.
In view of the coexistence of the myopic customers and strategic customers in the market subdivision of perishable goods, this paper considered the important influence of customers' strategic behavior on merchants' gross profits and the role of experiential marketing on customers' perception of commodity prices. Meanwhile, based on the description of customers' additional perception of prices after their experience by means of random distribution, the conditions of customers' purchasing behavior were determined, and a two-stage pricing model to achieve the maximum merchants' gross profits was established. After that, by solving the optimization model, the two-stage optimal pricing strategies of perishable goods in different customers' proportion were given before discussing the impact of experiential marketing cost and cost coefficient on the optimal pricing and gross profits. Finally, a comparative analysis was conducted to verify the impact of the existence of abundant strategic customers on the optimal pricing and gross profits. The research showed that a higher ratio of strategic customer would lead to a reduction of merchants' optimal pricing in the first stage, an increase in the optimal pricing in the second stage, and a reduction in the total profit of the two stages. In addition, the experiential marketing strategy could mitigate strategic customers' behavior, and there exists an optimal experiential marketing cost.
引文
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[8] Nair H. Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games[J]. Quantitative Marketing and Economics, 2007, 5(3): 239-292.
[9] 李启庚, 余明阳. 品牌体验价值对品牌资产影响的过程机理[J]. 系统管理学报, 2011, 20(6): 744-751.
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[14] Chew E P, Lee C, Liu R, et al. Optimal dynamic pricing and ordering decisions for perishable products[J]. International Journal of Production Economics, 2014, 157: 39-48.
[15] 张新鑫,申成霖,侯文华.考虑竞争者进入威胁的易逝品动态定价机制[J]. 管理科学学报,2016,19(10):34-47.
[16] Shen Z J M, Su X. Customer behavior modeling in revenue management and auctions: A review and new research opportunities[J]. Production and Operations Management, 2007, 16(6): 713-728.
[17] Liu Q, van Ryzin G J. Strategic capacity rationing to induce early purchases[J]. Management Science, 2008, 54(6): 1115-1131.
[18] Swinney R. Selling to strategic consumers when product value is uncertain: The value of matching supply and demand[J]. Management Science, 2011, 57(10): 1737-1751.
[19] Parlaktürk A K. The value of product variety when selling to strategic consumers[J]. Manufacturing & Service Operations Management, 2012, 14(3): 371-385.
[20] Liu Q, Zhang D. Dynamic pricing competition with strategic customers under vertical product differentiation[J]. Management Science, 2013, 59(1): 84-101.
[21] Tsay A A, Agrawal N. Channel conflict and coordination in the e-commerce age [J]. Production and Operations Management, 2004, 13(1): 93-110.
[22] Xu M H, Yu G, Zhang H Q. Game analysis in a supply chain with service provision [J]. Journal of Management Sciences in China, 2006, 9(2): 18-27.
[2] 李根道, 熊中楷, 聂佳佳. 库存和价格影响需求的易逝品动态定价[J]. 系统管理学报, 2009, 18(4): 402-409.
[3] 李力. 多种易逝品的库存控制模型及动态定价[J]. 系统工程学报,2015,30(3):289-296.
[4] 唐磊, 赵林度, 张煜东. 生鲜食品多阶段动态定价模型及算法[J]. 系统管理学报, 2010, 19(2): 140-146.
[5] Muth J F. Rational expectations and the theory of price movements [J]. Econometrica: Journal of the Econometric Society, 1961, 29(3): 315-335.
[6] Coase R H. Durability and monopoly [J].Journal of Law and Economics, 1972, 15(1): 143-149.
[7] Zhang Y, Zhang J. Strategic customer behavior with disappointment aversion customers and two alleviation policies[J]. International Journal of Production Economics, 2017, 191: 170-177.
[8] Nair H. Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games[J]. Quantitative Marketing and Economics, 2007, 5(3): 239-292.
[9] 李启庚, 余明阳. 品牌体验价值对品牌资产影响的过程机理[J]. 系统管理学报, 2011, 20(6): 744-751.
[10] Schmitt B H. Experiential marketing: Howto get customers to sense, feel, think, act, and relate to your company and brands[M]. NewYork:The Free Press,1999.
[11] 布里顿, 拉萨利. 体验: 从平凡到卓越的产品策略[M]. 北京:中信出版社, 2003.
[12] Gallego G, Van Ryzin G. Optimal dynamic pricing of inventories with stochastic demand over finite horizons[J]. Management Science, 1994, 40(8): 999-1020.
[13] Gallego G, Van Ryzin G. A multiproduct dynamic pricing problem and its applications to network yield management[J]. Operations Research, 1997, 45(1): 24-41.
[14] Chew E P, Lee C, Liu R, et al. Optimal dynamic pricing and ordering decisions for perishable products[J]. International Journal of Production Economics, 2014, 157: 39-48.
[15] 张新鑫,申成霖,侯文华.考虑竞争者进入威胁的易逝品动态定价机制[J]. 管理科学学报,2016,19(10):34-47.
[16] Shen Z J M, Su X. Customer behavior modeling in revenue management and auctions: A review and new research opportunities[J]. Production and Operations Management, 2007, 16(6): 713-728.
[17] Liu Q, van Ryzin G J. Strategic capacity rationing to induce early purchases[J]. Management Science, 2008, 54(6): 1115-1131.
[18] Swinney R. Selling to strategic consumers when product value is uncertain: The value of matching supply and demand[J]. Management Science, 2011, 57(10): 1737-1751.
[19] Parlaktürk A K. The value of product variety when selling to strategic consumers[J]. Manufacturing & Service Operations Management, 2012, 14(3): 371-385.
[20] Liu Q, Zhang D. Dynamic pricing competition with strategic customers under vertical product differentiation[J]. Management Science, 2013, 59(1): 84-101.
[21] Tsay A A, Agrawal N. Channel conflict and coordination in the e-commerce age [J]. Production and Operations Management, 2004, 13(1): 93-110.
[22] Xu M H, Yu G, Zhang H Q. Game analysis in a supply chain with service provision [J]. Journal of Management Sciences in China, 2006, 9(2): 18-27.