消费者异质性下基础产品及其附加品的供应链定价策略研究

Research on the Supply Chain Pricing Strategy for Basic Products and Add-onunder the Heterogeneity among Consumers

建立一个由制造商和销售商组成的二级供应链模型,在销售商向消费者销售制造商基础产品的同时提供可选附加品的供应链多产品定价背景下研究了制造商及销售商的定价策略。以消费者对附加品价值增值存在的异质性将基础产品及其附加品的消费市场细分为基础产品单独消费市场及产品共同消费市场。基于市场细分比例以及附加品价值增值程度,讨论了不同条件下制造商及销售商的定价策略以及所形成的供应链定价均衡,分析了产品定价均衡与市场细分比例、附加品价值增值程度之间的关系。

In this paper, a supply chain model composed of a manufacturer and a retailer is presented, where the retailer sell manufacturer’s base product and provide optional add-on for consumers meanwhile, to obtain the pricing strategy for manufacturer and retailer under the supply chain Muti-product pricing background. Subdivided consumer market of base product and add-on into base product separate consumer market and product joint consumer market is based on the heterogeneity among consumers for value added of add-on. Based on market segmentation proportion and value-added of add-on, the pricing strategy of manufacturer and retailer and the supply chain pricing equilibrium under different conditions has been discussed, and the relation of product pricing equilibrium with market segmentation proportion and value-added of add-on has been analyzed.