四川大学学报(哲学社会科学版)
四川大學學報(哲學社會科學版)
사천대학학보(철학사회과학판)
Journal of Sichuan University (Social Science Edition)
2015年
5期
136-144
,共9页
动态定价%维权赔偿%寡头竞争%网络外部性%微分博弈
動態定價%維權賠償%寡頭競爭%網絡外部性%微分博弈
동태정개%유권배상%과두경쟁%망락외부성%미분박혁
dynamic pricing%consumer compensation%duopolistic competition%network externality%differential game
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。
攷慮所售產品具有網絡外部性特徵,通過引入消費者對產品質量的評價與預期,刻畫消費者預期對市場潛量的影響。在寡頭競爭的市場結構中,攷慮消費者的維權行為,將消費者作為博弈主體,通過建立相關的Hamilton模型,研究廠商最優動態定價和相應的補償策略。結果錶明,企業對消費者做齣的賠償隨著時間的推移逐漸增大,而消費群體對產品質量的主觀評價及銷量則隨著時間的推移慢慢減小併最終穩定在某箇水平;僅依靠嚮消費者進行賠償的手段維持銷量,企業穫得的利潤將會隨著時間的推移越來越低,必鬚同時依賴技術創新和服務質量的提高,方能使穫得的利潤最大。最後,通過倣真模擬產品售價、利潤、賠償額度及質量感知等關鍵參數隨時間變化的趨勢,為企業採用最優化策略起到一定的指導作用。
고필소수산품구유망락외부성특정,통과인입소비자대산품질량적평개여예기,각화소비자예기대시장잠량적영향。재과두경쟁적시장결구중,고필소비자적유권행위,장소비자작위박혁주체,통과건립상관적Hamilton모형,연구엄상최우동태정개화상응적보상책략。결과표명,기업대소비자주출적배상수착시간적추이축점증대,이소비군체대산품질량적주관평개급소량칙수착시간적추이만만감소병최종은정재모개수평;부의고향소비자진행배상적수단유지소량,기업획득적리윤장회수착시간적추이월래월저,필수동시의뢰기술창신화복무질량적제고,방능사획득적리윤최대。최후,통과방진모의산품수개、리윤、배상액도급질량감지등관건삼수수시간변화적추세,위기업채용최우화책략기도일정적지도작용。
Abstract This paper considers the sale of products with network externality. By using consumers evaluating and expecting about the quality of products,it depicts how the consumer's expectation affects market potential amount.It considers the behavior of consumer rights and the consumer as game principal in the oligopoly market,and by establishing Hamilton relevant model it analyzes the vendor's optimal dynamic pricing and corresponding compensation strategy. The results show that compensation by companies to consumer gradually increases over time,while consumer groups on subjective assessment about the quality of products and sales volume decrease slowly over time and eventually stabilize at a certain level.If companies sustain sales volume only by paying compensation,profits will get less and less as time goes on,so they must rely on technological innovation and improve service quality while getting maximum profits. Finally,a simulation of the key parameters trends over time such as the product price,wholesale price is made,which can guide enterprises to adopt optimal strategy.