基于用户需求行为的综合能源服务产品定价策略研究

Pricing strategy of integrated energy service products based on user demand behavior

目前,国内综合能源服务业的迅速发展与其商业化策略研究的匮乏形成鲜明对比,两者发展的不平衡使得我国综合能源服务的发展呈现出市场潜力难以释放、市场主体规模化发展需求难以满足的困境。而定价策略作为产品商业化运营的关键技术,是深入进行商业策略研究的必要前提和和重要基础。以用户需求行为与能源服务商的产品定价策略间的相互影响关系作为切入点展开研究。首先,基于用户的综合能源服务产品需求量的概念,分析了用户的产品需求区间并构建了用户需求行为量化模型。其次,提出了考虑用户选择需求行为的综合能源服务产品基础定价模型,在满足用户行为选择偏好的同时使服务商获得最大期望净收益。在此基础上,构建了服务商的产品竞争风险指标,并以风险最小作为定价目标对基础定价策略进行了修正和优化。算例分析表明,所提综合能源服务产品定价策略具有可行性和合理性,可为综合能源服务的市场推广提供价格制定策略方面的理论支撑。

The rapid development of the domestic integrated energy service industry is in sharp contrast to the lack of commercialization strategy research.This unbalanced development makes it difficult to release the market potential of the integrated energy service and meet the large-scale development needs of market entities.Pricing strategy,as the key method of product commercialization operation,is an important prerequisite and necessary foundation for in-depth commercialization strategy research.This paper explores the relationship between user demand behavior and the energy service provider’s product pricing strategy.First,it analyzes the user's product demand range and a quantitative model of the user demand behavior is constructed based on the user demand for comprehensive energy service products.Secondly,the basic pricing model for comprehensive energy service products that considers the user selection and demand behavior is proposed to satisfy the user behavior selection preference while enabling service providers to obtain the largest expected net income.Then,a product competition risk index of the service provider is constructed,and the basic pricing strategy is revised and optimized with minimum risk as the pricing objective.The example results show that the proposed pricing strategy for integrated energy service products is feasible and effective and can provide theoretical support for price-setting strategies for the marketing of integrated energy services.