摘要
大数据对制造商形成定价策略具有重要意义,在大数据背景下构建制造商定价策略的双群体演化博弈模型,解析制造商定价策略的演化稳定策略及影响因素。研究表明:给定对方定价策略,只要个人信息保护力度足够大,制造商更倾向于选择同一性定价策略,反之,更倾向于选择歧视性定价策略。当保护力度适中时,制造商定价策略演化与定制成本、信息搜集成本及制造商技术水平差距相关。个人信息保护力度及两家制造商可变成本质量成本系数之差通过影响演化稳定策略的吸引域对制造商定价策略系统演化产生影响,当混合均衡点存在时,系统演化受到单位信息搜寻成本、单位定制成本等影响,相关影响机理需做具体分析。
This paper focuses on constructing a bi-group evolutionary game model for manufacturers' pricing strategies under the big data background.The evolutionary strategiesand influencing factors of the manufacturers' pricing strategies to stable prices have been analyzed.The results of the research show that when the protection of personal information is strong enough,manufacturers are more inclined to choose the extension pricing strategiesas long as there is a given pricing strategy.Conversely,manufacturers are inclined to choose discriminatory pricing strategies.When the protection of personal information is moderate,the evolution of manufacturers' pricing strategies is related to the cost of customization,the cost of information collection,and the technological gap between manufacturers.Otherwise,the gap between variable cost and quality cost in two manufactures,and the protection level of personal information would both influence the system evolution by affecting the basin or domain of attraction on the evolutionary stable strategy.When the mixed equilibrium point exists,the point value is also affected by the information search cost per unit,the customization cost per unit and etc.Due to the complexity of analysis,the relevant influencing mechanism needs to be further explored.
作者
郑天牧
郑月龙
蔡琴
ZHENG Tianmu;ZHENG Yuelong;CAI Qin(Legal and Compliance Department,Huaxia Bank Chongqing Branch,Chongqing 400023,China;School of Business Administration,Chongqing Technology and Business University,Chongqing 400067,China)
出处
《西南大学学报(社会科学版)》
北大核心
2024年第2期156-167,共12页
Journal of Southwest University(Social Sciences Edition)
基金
国家社会科学基金项目“双向协同下产业共性技术跨组织合作研发机制研究”(20BJY005),项目负责人:郑月龙
国家自然科学基金青年项目“品牌极化策略的实施效果与作用机制研究:群体符号边界理论视角”(72302027),项目负责人:江霞
重庆市教育委员会人文社会科学研究项目“基于群体模仿的成渝双城经济圈新消费场景打造策略与区域消费升级路径研究”(22SKGH215),项目负责人:江霞。
关键词
大数据
同一性定价
歧视性定价
演化博弈
big data
extension pricing
discriminatory pricing
evolutionary game theory