网络外部性产品的动态定价策略——基于消费者索赔行为视角

Dynamic Pricing Strategy in the Presence of Network Externalities Marketing——Based on Consumer Claim Behavior Perspective

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。

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.