| 基于降价预期的生鲜农产品定价策略研究 |
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| 引用本文： | 陈军,但斌.基于降价预期的生鲜农产品定价策略研究[J].管理工程学报,2011,25(3). |
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| 作者姓名： | 陈军 但斌 |
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| 作者单位： | 1. 重庆交通大学管理学院,重庆,400074
2. 重庆大学经济与工商管理学院,重庆,400044 |
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| 基金项目： | 国家自然科学基金资助项目(70972056、70902019); 教育部高校博士点专项基金资助项目(20100092120041) |
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| 摘 要： | 顾客的价格感知影响需求。以降价预期刻画顾客对当前价格的感知,针对零售商在维持需求和利润最大化条件下降价两种策略,研究了生鲜农产品的最优定价问题。研究表明,零售商的利润随着价格认同系数增加而增大;顾客对独立产品存在降价预期不会影响零售商的利润,但是对替代品存在降价预期,零售商的利润会下降;零售商若能完全观察到顾客存在降价预期,将抬高初始价格。
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| 关 键 词： | 生鲜农产品 降价预期 定价策略 |
Pricing Policy of Fresh Agricultural Products Based on Mark-down Anticipation |
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| CHEN Jun,DAN Bin.Pricing Policy of Fresh Agricultural Products Based on Mark-down Anticipation[J].Journal of Industrial Engineering and Engineering Management,2011,25(3). |
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| Authors: | CHEN Jun DAN Bin |
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| Institution: | CHEN Jun1,DAN Bin2(1.School of Management,Chongqing Jiaotong University,Chongqing 400074,China,2.College of Economics and Business Administration,Chongqing University,Chongqing 400044,China) |
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| Abstract: | Consumers are accustomed to waiting for discount sales items.Consumers today have largely been trained to wait for sales.Many years ago,market research organizations found that more than half of consumers plan to wait for the discount sales.Competitive market further forces retailers to offer steeper discounts by starting the discount period earlier each year.These pressures are creating the vicious cycle that consumers expect increasingly generous discounts and retailers try to fulfill customers' expectati... |
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| Keywords: | fresh products markdown anticipation pricing policy |
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