具有折扣销售期的网络零售商定价策略分析 本期目录 >>
Title: Pricing Strategy of E-Retailers with Discount Selling Period
作者 李娟;濮阳小娟
Author(s): LI Juan; PUYANG Xiao-juan
摘要: “双11” 等网络节日期间超低的价格折扣激发了巨大的消费需求,导致折扣销售期的销售额连年攀升。虽然折扣销售期间由于繁忙的客服、拥堵的物流以及可能的缺货风险导致消费者的服务体验降低,但是超低的价格折扣给消费者带来巨大的愉悦度;因此,网络零售商如何确定正常销售期和折扣销售期产品的零售价格成为关键,消费者如何权衡正常销售期和折扣销售期产品的零售价格,选择最佳购买时机,需要探究。本文讨论存在策略性消费者的比价行为时,网络零售商的定价问题,分别给出网络零售商在动态定价和价格承诺下的最优定价。进一步比较动态定价策略和价格承诺策略,得出,网络零售商的最优定价策略是价格承诺,零售商可以从消费者的比价行为中获利,且价格降低给消费者带来的愉悦度越高,网络零售商的收益越高。最后,给出了最优定价策略下网络零售商的最优价格折扣。
Abstract: Recently, the Internet and e-commerce took off quickly. In China, Singles Day became the most famous shopping paradise for both consumers and e-retailers, a shopping day which is promoted by Taobao and T-Mall, two shopping platforms of Chinese e-commerce giant Alibaba. E-retailers offer a wide range of discounts and promotions, thus turning out massive sales. In 2013, Taobao and T-Mall’s final online transactions on a single day reached 35.018 billion RMB (US $5.63 billion), exceeding those on Cyber Monday (US $2.29 billion). Consumers are becoming “smarter”, and they compare price of different periods before purchasing. They add the goods they want to the shopping list in the normal shopping period and don’t pay until the discount selling period. Although in the shopping rush consumers may have unpleasant experiences, which may be caused by worse pre-sale service and logistics service, the ultra-low discounts lead to frantic buying behaviors. Consumers are more willing to pay than usual, because they are satisfied with their shopping processes and feel a sense of smartness and personal accomplishment for price comparison behavior and discounts. In this paper, we consider a two-period model in which the e-retailer can use different pricing policies to deal with consumers’ price comparison behavior: dynamic pricing policy or price commitment policy. A strategic consumer chooses between a purchase at the initial full price without out-stock risk and a later purchase at a discount price with out-stock risk, and decides when to purchase. The e-retailer makes the pricing decisions. We derive the optimal prices of these two policies and show that the e-retailer can take advantage of consumers’ price comparison behavior by setting appropriate initial full price and discount price. In the dynamic policy, whether the e-retailer can benefit from consumers’ price comparison behavior depends on how pleasant consumers are with the discount. Specifically, when consumers are less pleasant with the discount, it is better for the e-retailer to induce consumers to purchase earlier, and then the e-retailer can’t benefit from consumers’ price comparison behavior. But when consumers are highly satisfied with the discount, the e-retailer should set higher initial full price to make consumer delay their purchase. However, in the price commitment policy, the e-retailer can always benefit from consumers’ price comparison behavior. Furthermore, comparing the e-retailer’s profits of the dynamic pricing policy and price commitment policy, we find that the e-retailer prefers price commitment policy rather than dynamic pricing policy. We also figure out the optimal price discount in the price commitment policy.
关键词: 折扣销售期;动态定价;价格承诺;折扣愉悦度
Keywords: discount selling period; dynamic pricing; price commitment; discount-generated satisfaction
基金项目: 社会比较对运作决策及系统运作指标影响研究;决策参考点形成机理及其对销售、竞争和协调策略影响研究;成员有限理性下的供应链运作与协调策略研究
发表期数: 2017年 第3期
中图分类号: 文献标识码: 文章编号:
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