存在损失规避的顾客对竞争零售商定价影响分析

Analysis on the impact of loss aversion customers on competitive retailers’pricing

损失规避是当人们在涉及收益的时候,通常会表现出风险厌恶,而当涉及损失的时候,人们则更倾向于风险寻求,也就是说亏损对交易的影响会大于收益对交易的影响。文章以风险规避型顾客为研究对象,建立了一个竞争零售商以及顾客的销售模型,构建出零售商的收益函数,通过Bertrand博弈模型求解出零售商的最优定价策略以及收益,并以此对比面对风险规避型顾客与普通顾客时商家的定价选择,总结出结论:损失规避型顾客会使零售商的定价降低,并且也会使销量降低;再算例分析证明以上结论。

Loss aversion refers to people’s risk aversion when it comes to revenue,while when it comes to loss,people are more inclined to seek risk,That is to say,the impact of losses on transactions will be greater than that of gains on transactions.Taking risk averse customers as the research object,this paper establishes a sales model of competitive retailers and customers,constructs the retailer’s revenue function,and solves the retailer’s optimal pricing strategy and revenue through Bertrand game model.By comparing the pricing choices of retailers in the face of risk averse customers and ordinary customers,the paper concludes that loss averse customers will reduce the pricing of retailers,and it will also reduce the sales volume,and the above conclusions are proved by the example analysis.