本文選題：戰(zhàn)略消費者行為　切入點：銷售商　出處：《北京交通大學》2014年碩士論文　論文類型：學位論文

【摘要】：面對心儀的商品時,消費者可能不立即購買,而是能耐心等待商品打折處理時夠買,我們將這類持幣待購的消費者稱為戰(zhàn)略消費者。戰(zhàn)略消費者區(qū)別于近視型消費者,他們會預測商家的定價和促銷策略,從而決定合適的購買行為。對于商家而言,如果忽視戰(zhàn)略消費者的行為將會帶來巨大的經(jīng)濟損失。因此,研究戰(zhàn)略消費者行為對銷售商的影響以及如何緩解戰(zhàn)略消費者行為帶來的影響具有重要意義。 為此,本文考慮戰(zhàn)略消費者估值隨時間遞減及其風險喜好,研究銷售商單周期聯(lián)合庫存和定價問題,探討戰(zhàn)略消費者行為對銷售商利潤的影響,并給出了最優(yōu)策略的性質。結果表明,與傳統(tǒng)報童模型相比,戰(zhàn)略消費者行為會導致銷售商的庫存量和價格降低、利潤減少。而且消費者越喜好風險,消費者的估值衰減速度越慢,戰(zhàn)略消費者行為的影響越嚴重。 進而,本文針對現(xiàn)行市場中普遍采用的兩種應對戰(zhàn)略消費者行為的策略,限量供應策略和價格補償策略進行了研究,探究兩種策略對緩解戰(zhàn)略消費者行為的作用及其適用條件。結果表明限量供應策略可以有效緩解戰(zhàn)略消費者行為給銷售商帶來的利潤損失。而價格補償策略并不總是有效,當產(chǎn)品采購成本較低(或消費者估值較高),且估值遞減較慢時采取價格補償策略能緩解(但并不能完全消除)戰(zhàn)略消費者的行為對銷售商利潤的負面影響。此外,本文通過數(shù)值模擬,進一步對傳統(tǒng)報童模型、考慮戰(zhàn)略消費者行為時的報童模型、限量供應策略和價格補償承諾策略情形下銷售商的利潤進行了比較分析。 本文的研究是從行為學的角度制定庫存和定價策略,是對傳統(tǒng)報童模型的拓展和延伸。本文的研究可以使銷售商更好地了解戰(zhàn)略消費者行為的特點和緩解策略,從而幫助銷售商制定最優(yōu)的庫存和定價策略。
[Abstract]:In the face of the desired goods, consumers may not immediately buy, but can patiently wait for the goods to be discounted enough to buy. We call this kind of consumers who have money to buy as strategic consumers. Strategic consumers are different from short-sighted consumers. They will predict the pricing and promotion strategy of the merchant, so as to determine the appropriate purchase behavior. For the business, if the strategic consumer behavior is ignored, there will be huge economic losses. It is of great significance to study the impact of strategic consumer behavior on sellers and how to mitigate the impact of strategic consumer behavior. Therefore, considering the decline of strategic consumer valuation over time and its risk preference, this paper studies the single-cycle joint inventory and pricing problems of sellers, and discusses the impact of strategic consumer behavior on sellers' profits. The results show that compared with the traditional newsboy model, strategic consumer behavior leads to lower inventory and price, less profit, and consumers prefer risk. The slower the consumer's valuation decline, the more serious the impact of strategic consumer behavior. Then, this paper studies two strategies of coping with strategic consumer behavior, limited supply strategy and price compensation strategy, which are widely used in the current market. The results show that the limited supply strategy can effectively alleviate the loss of profits brought by the strategic consumer behavior, while the price compensation strategy is not always effective. When the cost of purchasing a product is lower (or the consumer's valuation is higher, and the decline in valuation is slow), a price compensation strategy can mitigate (but not completely eliminate) the negative impact of strategic consumer behavior on the seller's profits. In this paper, the traditional newsboy model, the newsboy model considering strategic consumer behavior, the limited supply strategy and the price compensation commitment strategy are compared and analyzed by numerical simulation. The research of this paper is to formulate inventory and pricing strategies from the perspective of behavior, which is an extension of the traditional newsboy model. The research in this paper can help sellers better understand the characteristics and mitigation strategies of strategic consumer behavior. To help vendors to develop optimal inventory and pricing strategy.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F713.55

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