自助式定价商品营销策略的均衡及非均衡状态研究

本文研究了在期望收益最大化目标下自助式商品的定价和营销策略。综合考虑两种基本的营销策略,即付出一定的沉淀成本和降价,从消费者在不同营销策略下的选择行为出发,研究了均衡市场和非均衡市场下两种策略的收益情况,有助于厂商选取正确的营销方式。研究表明:在均衡市场下,影响收益的分别是客流量和纯利润;而在非均衡市场下,概率弹性较大时付出沉淀成本的策略有效,而降价的策略在任何概率弹性下都是无效的。最后提出了自助餐市场应依据客流量决定是否付出沉淀成本等建议。

This article analyses the pricing and marketing strategies of buffet-style commodities for the purpose of maximizing the ex- pected returns. It compares the two fundamental marketing strategies, i.e., cutting price and paying additional sunk cost. Based on the consumers＇ choice behavior under different marketing strategies, it analyses the returns under each of the two strategies in the situation of market equilibrium or market disequilibrium, which will help the managers choose the right marketing strategy. The results show that, while market equilibrium occurs, the returns are determined by footfall and net profit; while, in market disequilibrium, the elasticity of probability is greater, the strategy of paying additional sunk cost is effective and the strategy of cutting price does not work well no matter whatever the probability elasticity is. Therefore, we suggest that the buffet-style restaurants should make an assessment of their footfalls before taking the strategy of paying additional sunk cost.