考虑消费者场景依赖偏好的产品线设计与定价优化模型

Optimal product line design in presence of context-dependent preferences of consumer behaviour

消费者在商品购买过程中会出现违背理性选择行为的现象。相同质量的商品在不同参照产品场景下可能给消费者带来不同的感知,即购买决策过程中无法保证无关方案独立性。消费者对商品的选择受到可选集合内其他商品影响的现象称作场景依赖偏好。为研究消费者场景依赖偏好对产品线设计与定价的影响,将参考效应、折中效应和相似效应3种场景效应与概率选择模型结合,建立了考虑场景依赖偏好的产品线设计与定价优化模型。之后通过平板电脑产品线的设计案例验证了方法的有效性,并进一步分析了3种场景效应对最优产品线设计、定价、利润和市场份额的影响。求解结果提供了若干具有意义的管理启示,特别是可考虑在产品线内布置“迷惑产品”等。

Violate rational choice phenomena can be observed in the consumer purchase process.A product might attract a consumer differently within different choice contexts,which violates the property of independence of irrelevant alternatives in consumers’decision processes.Context effects indicate that consumer choices are partly driven by the context provided by the set of alternatives.To study the influence of context-dependent preferences of customers on product line design and pricing,three context effects included reference,promise,and similarity effects was integrated into a probabilistic choice model to establish the optimal model of product line design and pricing in the presence of context-dependent preferences.A case study is conducted to verify the proposed model and explore the influence of context effects on optimal product line designs,prices,resulting profits,and market share.The results provided some interesting managerial insights such as decoy products.