引入策略型消费者遗憾心理的时尚产品定价策略

Pricing Strategy of Fashion Products with Strategic Consumer Regret

通过对时尚策略型消费行为的研究,把消费者心理动机归结为两种,其一是因冲动购买而错过降价产生的“高价遗憾”;其二是因等待降价并延迟购买而遭遇缺货产生的“缺货遗憾”,并在此基础上,在一个两周期销售中分析其对企业的降低标价(Markdown,MD)与抬高标价(Markup,MU)两种定价模式的影响机理。首先把两种遗憾心理因素纳入消费者的效用函数,建模分析了需求随机下降低标价(抬高标价)两阶段销售模式中供应商如何通过考虑消费者行为设置不同阶段价格和限量配给水平的决策。并在此基础上通过不同定价模式下供应商收益参数的对比,重点分析了两种遗憾心理因素效应对销售阶段分割的综合影响。研究发现:有遗憾心理的消费者将削弱延迟购买倾向,供应商可通过制造适当的配给风险诱导顾客高价期购买;其次两种定价类型下,当满足一定条件时,面对遗憾心理的消费群体,企业均能实现比统一定价更高的最优收益,并且抬高标价比降低标价的优化效果更明显。

Based on relevant research and practices on fashion strategy consumption behavior,two kinds of consumer psychological motivations are summarized:one is the “high price regret” derived from missing the low price due to impulse buying;the other is the “stockout regret” derived from waiting for the low price but encountering out of stock.On this basis,the effects of two regret psychologies on the Markdown(MD) pricing strategy and the Markup(MU) pricing strategy are analyzed in a two-period sales.First,two regret psychologies are taken into account in consumer’s utility function and then,with the stochastic demand with consumer behavior,how the firm sets the pricing decision and ration level is discussed by model analysis in two-period selling of Markdown(Markup) pricing strategy.By comparing the firm’s profits between both pricing modes,the interactive influence of two regret psychologies on the sales stage segmentation is investigated in depth.Our results suggest that the propensity to delay buying will be weaken for consumers with regrets and the firm can induce customers to buy at high prices by creating appropriate rationing risks.Under the two pricing modes,if certain condition is satisfied,facing consumers with regret psychologies,the firm can realize a higher optimal profit than that under the unified pricing,and the Markup pricing strategy is more beneficial than the Markdown pricing strategy.