基于道德的企业产品定价博弈模型及其分析

Game Model and Analysis of Enterprise's Product Pricing Based on the Marketing Ethics

企业产品定价道德是指导产品定价活动中企业行为善恶的规范。利用博弈方法对产品定价过程中企业的道德问题进行了理论分析,在建立基于道德的企业产品定价静态博弈模型和基于企业长期收益的重复动态博弈模型的基础上,对其纳什均衡结果进行分析,找出了影响企业道德水平的主要因素,并确定了具体的控制水平,为管理实践中的定价道德控制提供了理论依据。

Product pricing ethics is a norm to guide enterprises＇ behavior in its product pricing. The paper analyzes the problem of marketing ethics in product pricing by game method, and the Nash equilibrium is analyzed through establishing two game models, one is the static game model for product pricing based on marketing ethics and the other is the repeated dynamic game model based on enterprises＇ long-term profit. Then, it finds out main factors influenced enterprises＇ morals and puts forward some concrete control levels, to provide theoretical basis for controlling pricing morals in enterprise management practices.