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论文编号：	13180
作者编号：	2120202799
上传时间：	2022/6/7 10:29:21
中文题目：	考虑策略型消费者后悔心理的渠道定价策略
英文题目：	Channel pricing strategy considering strategic consumer regret psychology
指导老师：	张建勇
中文关键字：	策略型消费者；后悔心理；单渠道；双渠道；定价策略
英文关键字：	Strategic consumers; Expected regret; Single channel; The dual channel; Pricing strategy
中文摘要：	零售商两阶段定价的传统零售渠道以及制造商增设网络直销渠道的双渠道模式已成为业界常态，互联网的发展、信息获取渠道的便捷化、多样化也使得消费者变得越来越理性，引发了越来越多的策略购买行为，不仅如此，消费者还会考虑到自己做出的决策可能产生的后悔心理对其购买效用的影响，进而影响其购买决策。这类既具有策略行为又具有后悔心理的消费者的出现，给零售商、制造商的利润带来了一定的负面影响，如何在不同渠道模式下更好地应对此类策略型消费者，是零售商和制造商面临的重要课题。 本文在消费者策略行为的基础上又将消费者的后悔心理加入到消费者购买效用中，在只有零售商的单渠道模式，研究了消费者的高价后悔心理和缺货后悔心理给零售商两阶段的定价带来的影响，并且考虑零售商为缓解消费者策略行为而采取的广告宣传努力如何影响零售商两阶段的定价策略。在传统零售渠道和网络直销渠道并存的双渠道模式中，研究了消费者高价后悔心理对双渠道两阶段定价的影响。在模型构建的基础上，通过仿真分析的方法研究了高价后悔敏感系数、缺货后悔系数、消费者估值折扣、策略型消费者对网络直销渠道的接受度等参数对零售商、制造商定价的影响。 本文得出的研究结论主要有以下几点：单渠道模型中，高价后悔及消费者的估值折扣都对零售商两阶段的定价和利润均产生负向影响；缺货后悔起正向影响作用；此外，第一阶段进行广告宣传有利于零售商第一阶段提高销售价格，广告水平满足一定条件下，零售商的利润随之增加。双渠道模型中，高价后悔负向影响第一阶段制造商、零售商的定价，对第二阶段的定价影响较小，各主体利润随着高价后悔敏感系数的增加而降低；消费者的估值折扣负向影响零售商、制造商第一阶段定价，对制造商第二阶段的定价起到正向影响；传统零售渠道中的定价与消费者对网络直销渠道的接受度呈负相关，网络直销渠道的定价与消费者对网络直销渠道的接受度呈正相关。
英文摘要：	The traditional retail channel of two-stage pricing by retailers and the dual-channel mode of online direct selling by manufacturers have become the industry norm. The development of the Internet and the convenience and diversification of information access channels also make consumers more rational and trigger more and more strategic purchasing behaviors. Consumers will also consider the influence of their possible regret psychology on their purchasing effectiveness, and then affect their purchasing decisions. The emergence of such consumers with both strategic behavior and regret psychology has brought a certain negative impact on the profits of retailers and manufacturers. How to better deal with such strategic consumers in different channel modes is an important issue for retailers and manufacturers. Based on the strategic behavior of consumers, this thesis adds consumers' regret psychology into the purchasing utility of consumers. In the single channel model with only retailers, this thesis studies the influence of consumers' regret psychology of high price and out of stock on retailers' two-stage pricing. And how the retailer's advertising efforts to mitigate the consumer's strategic behavior affect the retailer's two-stage pricing strategy is considered. In the dual channel model with the coexistence of traditional retail channel and online direct channel, this thesis studies the effect of consumers' high price regret on dual channel and two-stage pricing. On the basis of model construction, the influence of high price regret sensitivity coefficient, out of stock regret coefficient, consumer valuation discount, the acceptance degree of strategic consumers to online direct marketing channel on retailer and manufacturer pricing is studied by simulation analysis method. The main conclusions of this thesis are as follows: in the single-channel model, the high price regret and the valuation discount of consumers have a negative impact on the pricing and profit of retailers in the two stages; Shortage regret has a positive effect; In addition, advertising in the first stage is beneficial for retailers to increase sales prices in the first stage, and retailers' profits will increase when the advertising level meets certain conditions. In the dual-channel model, high price regret negatively affects the pricing of manufacturers and retailers in the first stage, but has little effect on the pricing in the second stage, and the profits of each subject decrease with the increase of high price regret sensitivity coefficient. Consumers' valuation discount negatively affects retailers' and manufacturers' first-stage pricing, but positively affects manufacturers' second-stage pricing. Pricing in traditional retail channels is negatively correlated with consumers' acceptance of online direct selling channels, while pricing in online direct selling channels is positively correlated with consumers' acceptance of online direct selling channels.
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