基于消费者品牌迁徙行为的多寡头竞争均衡定价决策研究

Research on Oligopolistic Competition Equilibrium Pricing Decision Based on Consumer Brand Switch Behavior

针对多寡头竞争环境中零售商面对具有品牌迁徙行为的消费者时存在的均衡定价问题,考虑消费者品牌迁徙程度,构建了多个品牌零售商与多个具有品牌迁徙行为消费者的Spokes决策模型。通过求解不同市场情况下品牌零售商的均衡定价与收益,分别讨论了消费者品牌迁徙行为变化、市场竞争程度不同与品牌数量改变对零售商定价与收益的影响。研究结果表明:在消费者具有品牌迁徙行为的情况下,市场竞争程度增加有助于提升零售商的定价与收益;消费者品牌迁徙行为对零售商的均衡收益有决定性影响。

In view of the equilibrium pricing problem faced by retailers in the face of oligopolistic competition for consumers with brand switching behavior,considering the degree of consumer brand switch, multiple brand retailers and multiple Spokes with migrant behavior consumers were constructed model.The results of the study show that in consumers with brand switching behavior,increased market competition helps to increase retailers′ pricing and profit. At the same time,it is found that customer brand switching behavior has a decisive influence on the retailer′s balanced profit.