考虑消费者细分的绿色产品定价策略研究

Pricing Strategy of Green Products Based on Consumer Segmentation

考虑消费者收入水平的差异性,对消费者类型进行细分,通过引入效用函数分析产品的市场需求,并根据细分的消费市场采取差别定价策略,构建单一定价和差别定价策略下的产品定价决策模型。通过对两种定价策略下决策结果的比较及消费者偏好特征系数的敏感性分析,研究绿色产品的最优定价策略。结果表明,差别定价策略下制造商的利润更高,通过增加研发投入提高产品绿色度有利于提升制造商的竞争力。

This paper subdivides the types of consumers based on the difference of consumers’income level.By introducing utility function,the market demand of products is analyzed.This paper constructs product pricing decision model under the strategies of single pricing and discriminatory pricing.The optimal pricing strategy of green products is studied by comparing the decision results of the two pricing strategies and analyzing the sensitivity of preference characteristic coefficient of consumers.The results show that manufacturers’profit is higher under the discriminatory pricing strategy.And increasing R&D investments and improving greenness of products are conducive to the promotion of competitiveness.