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上海交通大学硕士学位论文基于消费者选择的产品定价策略研究姓名:闫丽娟申请学位级别:硕士专业:管理科学与工程指导教师:田澎20090113III80%——IVVPRICINGSTRATEGYFORPRODUCTSBASEDONCONSUMERCHOICEABSTRACT2008isahardyearforbothChinaandtheworld.ManyforeigncompanieschoosetomovetoChinawhichislessinfluencedbythefinancialcrisis,andhopetofindsomechances.ButChineseconsumershavetheiruniquecharacters.Foronething,theChineseconsumersarecomposedofseveralsubsectionswhichcanbedividedaccordingtoarea,productcategory,buyerandsoon.Andtherearegreatdifferencesamongsubsections.Foranother,thepurchaseprocessofChineseconsumersisveryspecial,forexample,80%ofChineseconsumerswillrecommendtheproducttoothersafterpurchase.SostudyingonthepreferenceandpurchasebehavioroftheChineseconsumersisimportanttothoseforeigncompanieswhichaimtooccupytheChinesemarketandthosedomesticenterpriseswhichfacemuchpressureandcompetitionfrombothhomeandabroad.Inthisthesis,firstmanykindsofpricingmethodsareintroducedandtheirstrengthsandweaknessaresummarized.Second,itpointsoutthatunderVIthecircumstanceofbuyers’market,becausethecustomer-orientedpricingmethodcangraspthedemandandwillingnesstopayofconsumersandfullyexplorethemarketpotential,thismethodshouldbethefirstchoiceforcompanies.Whenresearchingoncustomer-orientedpricing,researchofconsumersisnecessary.Afterdoinginvestigationonconsumers,themodelofconsumers’purchasechoicescanbeobtained,namedconsumerchoicemodel,whichisaquantitivemethod.Theconceptof‘perceivedprice’isdefinedandmodeled,andintroducedintoconsumerchoicemodeltoimprovetheProbitmodel.Undermulti-productperceivedprices,apricingstrategyisestablishedbasedonconsumerchoice.Theproposedconsumers’productselectionprocessisactuallyaperceivedprocess.Consumersperceivethevalueofproductsaccordingtotheproductinformations,whichbecometheirperceivedprice.Comparingwiththemarketprice,theymakedecisionwhethertopurchaseornot.Thenthecompaniesmakepricesfortheirproductstomaximizelong-termprofitbasedonconsumers’selectionprocess.Attheendofthethesis,differentconsumers’charactersandmanufacturers’goalsarealsotakenintoaccount.Anexampleshowsthevalidityofthemethod.VIIKEYWORDS:pricing,perceivedprice,consumerchoice,probitmodel,long-termprofitIII11.1200420002003——2002[1]21.230(1)(2)(3)(4)20100(5)3194600——100080%————2.5%20%37%200727%18%29%431.3S-T-P1.45·marketablevalue62.12.1.1Baughman,M.L.;Siddiqi,S.N.1997[2]1999[3]Chambouleyron2003DanielvanVuuren2002[4]2005[5]HsinanHsu,JanchungWang2004[6]GallegoRyzin20027[7]2007[8]2.1.22.13C[9]2005Figure2.13CPricingPrinciple2.1(1)CarlosJ.Vidal,MarcGoetschalckx2001[10]ArieSegev,CarrieBeamJ[11]GallegoVanRyzin1997Kleywegt2001[12][13]BitranandCaldentey2002ElmaghrabyandKeskinocak2003[14](2)8(3)LadanyArbel1991[15]Duley1992MikaRäsänen,JukkaRuusunen,RaimoP.1997[16]BrunoDeBorger2000[17]Algers,S.,M.Besser.2001buy-up[18]2004[19]2006[20]2008[21]2.1.31.Kunreuther,Bravenma1971Bravenma1986Nagle1988MRMC=1EpPMCEp=+(2.1)9MCEpP2.1969Bass1975Robinson[22]Dolany1981Clarke19841988Rao()()PPmtdPt=+(2.2)()Pmt()dPt()dPt3.Urbany1969Palda19711978MonroeReibstein1984()1(1)jjjijjiiiiiiiPMCQEEPMCEQE≠−=−++∑(2.3)iEiijEijMCQ102.23C2.2.12.2.1.111ACAVCAFC=+(2.4)AVCAFCTFCQη.TFCAFCQη=(2.5)2.2.1.2(1)(1)PACη=×+(2.6)PACη20%28%12(2).=1×100%=×=×=×=×=+/=+(3)./(1)PACη=−(2.7)(4).13()()()PACQFCPPACQQFC∏=−×−′∏=+∆−×+∆−(2.8)()()()PACQFCPPACQQFC−×−=+∆−×+∆−(2.9)/()QPQPPAC∆=−∆+∆−(2.10)(5).=+=+2.2.1.3142.2.22.2.2.1152.2.2.2(1)(2)(3)×(4)16(5)2.2.2.32.2.32.2.3.1172.2.3.2[23](1)18(2)//QQEdPP∆=∆10101010QQPPEdQQPP++=×−−0/(1)/2xPPEdEd=∆=−+x(3)2.2.3.3192.32.3.1Thurstone1927Luce1959RestleRestle’sEliminationProcess1961[24][45]1.LuceanjjiiTvPv∈=∑(2.11)jvj2.RestlenianTverskian3.Thurstonian20jjjUZθε′=+(2.12)jZθ′jZθThurstone1927FechnerWebberComparativeJudgmentiiiVε+1,212(1)()PVV=Φ−probitMarschak1960Luce1959ThurstoneiiVε+1965LuceMcfaddenMultinomialLogitMNLWarner1962Quandt1968Luce1959DanielMcFadden1974[26]60DomencichandMcFadden197519761977McFadden1978MillerS.Lerman19792070DanielMcfaddenSanFranciscoBayAreaBARTBART6.3%6.2%McFadden1975NestedMultinomialLogitNMNLIndependencefrom21IrrelevantAlternativesIIAIIATrain1986Ben-Akiva1972ForinashKoppelman1993Lee1999TrainMcFaddenBen-Akiva1987RestleTverskyMcFaddenTrain2000MixedLogit[25]BoydMellman1980CardellDunbar1980Bhat1998BrownstoneTrain1999[45]Erdem1996ReveltTrain1998Bhat2000DeepakAgrawalPeterM.GuadagniJohnD.C.Little198310032ExplanatoryVariables[27]McFadden1988Heckman1981jjtU1jtU−Golabi1985[28]901997[29]2001[30]20022004[31]20052222%2004[32]2005[33]2006Nested-Logit[34]2007[35]2.3.2[36]2.3.2.1yxε(,)yhxε=behavioralprocessxεεε()fε(|)Pr(..(,))Pyxobsthxyεε==(2.13)1(,)[(,)]0(,)hxyIhxyhxyεεε===≠y(|)Pr([(,)]1)[(,)]()PyxobIhxyIhxyfdεεεε=====∫(2.14)231.completeclosed-formexpressionhfxβ′βxεUxβε′=+[0]()PIxfdβεεε′=+∫(2.15)ε2()/(1)feeεεε−−=+(2.16)()1/(1)Feεε−=+[0]()[]()()11()111xxxxPIxfdIxfdfdeFxeeβββββεεεεβεεεεβ∞′−′′′′′=+=−=′=−−=−=++∫∫∫(2.17)nestedlogitorderedlogithf2.completesimulationhf()()ttfdεεε=∫(2.18)tεfε()tεε24Probit3.PartialSimulation,PartialClosedForm1ε2ε12()(,)ffεεε=12211(,)(|)()fffεεεεε=(2.19)(2.15)1222121(|)[(,)]()[(,,)](|)()PyxIhxyfdIhxyfdfd11εεεεεεεεεεεε====
本文标题:基于消费者选择的产品定价策略研究
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