基于消费者网络的绿色产品诱饵策略效应演化研究

Evolution of effects of green product decoy strategies based on consumers networks

针对诱饵产品价格与绿色度的不同组合构建出多种诱饵策略,利用多主体建模方法分析了不同诱饵策略对目标产品竞争力的差异化影响效应.基于消费者间的互动网络,研究了消费者邻居节点数量、重连概率、从众心理等因素对诱饵策略效应的影响以及诱饵效应在相应情景下的演化趋势.结果表明:当诱饵产品价格和绿色度均比目标产品高时,诱饵效应最好;诱饵产品价格和绿色度均比目标产品低时,诱饵效应最差;消费者互动网络中的邻居节点数量,重连概率的增长均会对诱饵效应产生正向的推动作用;消费者的从众心理会使得在市场中销量占优的产品形成竞争优势的路径依赖.

Considering different combinations of decoy product’s price and green degree,this paper builds a decoy strategy model based on multi-agent simulation to analyze influences of decoy strategies on the competitiveness of the target product.Furthermore,the influence trends of different decoy strategies are studied,mainly considering the characters of consumer networks,such as neighbor numbers,reconnection probability and herding mentality.The results show that the decoy strategy works well when the price and green degree of the decoy product are both higher than those of the target product,and that the decoy strategy is bad when they are both lower than those of the target product.Moreover,the increase of neighbor nodes and reconnection probability can have a positive push to the decoy effect.And consumers’herding mentality may help products which have sale advantages in the market to form path dependence of competitive advantages.