联系我们

论文查询结果	返回搜索

论文编号：	11741
作者编号：	2120182906
上传时间：	2020/6/20 11:20:10
中文题目：	转售市场和社会学习背景下经验商品的定价策略研究
英文题目：	Resale Market and Social Learning：Dynamic Pricing of New Experience Goods
指导老师：	李勇建
中文关键字：	转售市场;社会学习;策略型消费者;经验商品;定价策略
英文关键字：	resale market;social learning;strategic consumer;experience goods;pricing strategy
中文摘要：	消费者在真正亲身使用经验商品之前，无法确定产品的适用性，而这也无形中抬高了消费者购买产品的门槛。然而随着互联网经济的蓬勃发展，借助平台作为媒介，转售市场极大的缓解了产品适用性的不确定，而这也降低了消费者购买新产品的风险。可是另一方面，企业又不得不面对与转售市场之间的竞争，因此转售市场的出现会对企业产生怎样的影响？更有意思的是，同样借助于平台这一媒介，评论网站和论坛的出现进一步改变了企业和消费者的决策环境。由消费者群体自身产生的信息成为了消费者了解产品的主要参照，同样企业也可以通过阅读消费者对产品的评价，更准确的把握市场需求，从而制定最优的定价策略。在这样的背景下，企业又应该如何优化销售策略？特别是当存在转售市场时，双重影响下企业的利润又会发生怎样的变化？ 针对这些问题，本研究分三个层次分别探究了转售市场的出现对企业的影响、完美学习下企业的最优定价以及在转售市场背景下社会学习对企业的影响。考虑到消费者不确定经验商品的适用性，本研究通过对消费者效用函数的构建和分析，刻画了消费者对产品价值感知和适用性两方面的异质性，构建了消费者选择模型，并在此基础上，探究了垄断企业在两阶段销售经验商品的最优决策与利润。 本文发现转售市场的出现并不总是会损害企业的利润，当转售产品与新产品差异程度较大或产品初始适用概率较高时，转售市场的出现会提高企业利润。有意思的是，当消费者非常有耐心时，企业利润同样得到了提升。本文进一步探讨了社会学习对企业的影响，并发现与消费者耐心程度以及转售市场无关，“噪音信息”下社会学习总是会提高企业利润，而当企业和消费者可以通过产品评价获得较准确的产品适用信息时，社会学习并不总会提高企业利润：当生产成本较低时，利用产品评价进一步了解产品适用性反而会损害企业利润。
英文摘要：	Consumers can only determine whether the experienced product is suitable for themselves after buying the product, which raises the threshold for consumers to buy the product. However, the resale market with the help of platform has greatly alleviated the uncertainty of product applicability. But on the other hand, firms have to face the competition with the resale market. What's more interesting is that the information generated by consumers themselves has become the main reference for consumers to decide whether buy or not. In the same way, firms can also read the product reviews of consumers, to understand the market demand more accurately. Both firm and consumers have to update the product information through product reviews. But how should firms formulate sales strategy? Especially when there exists a resale market. Considering the applicability of consumers' uncertain experience goods, this study describes the heterogeneity of consumers' perception of product value and applicability, through the construction and analysis of consumers' utility function, this study constructs a consumer choice model, and on this basis, we explore the optimal decision-making and profit of monopoly firm in two-stage sales of experience goods. This thesis finds that when the difference between resale products and new products is large or the initial application probability of products is high, the emergence of resale market will improve the profit of firm. Interestingly, when consumers are very patient, firm’s profit will also be improved. This paper further discusses the impact of social learning on firms, and finds that under "noise information", independent with consumers' patience and resale market, social learning will always improve the profit of firm. However, when firm and consumers can get more accurate product application information through product reviews, social learning does not always improve the profits of firm. When the production cost is low, determining product applicability through product reviews will damage corporate profits.
查看全文：	预览  下载(下载需要进行登录)