本文選題：戰(zhàn)略消費者行為　切入點：風(fēng)險偏好　出處：《北京交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：面對銷售商層出不窮的促銷手段,越來越多的消費者會預(yù)估折扣期產(chǎn)品價格和產(chǎn)品可獲得性,然后決定立即購買還是降價時再購買,這類消費者被稱為戰(zhàn)略消費者。戰(zhàn)略消費者行為會給銷售商的利潤帶來負面影響,此外,消費者的風(fēng)險偏好、估值遞減會影響消費者的購買決策,進而影響銷售商的利潤。為了應(yīng)對日益多變的市場環(huán)境,銷售商紛紛采用快速反應(yīng)策略,在以往大部分研究中,假定消費者是近視消費者,表明了快速反應(yīng)策略可以產(chǎn)生明顯經(jīng)濟效益,但戰(zhàn)略消費者環(huán)境下,快速反應(yīng)如何影響銷售商的庫存和定價策略以及收益水平,銷售商采用快速反應(yīng)策略對戰(zhàn)略消費者行為有什么影響,值得進一步探索。為此本文研究戰(zhàn)略消費者環(huán)境下,考慮消費者的風(fēng)險偏好和估值遞減,銷售商采用快速反應(yīng)策略時的聯(lián)合庫存和定價決策。通過建立考慮戰(zhàn)略消費者的可二次訂貨的報童模型,給出了銷售商的最優(yōu)庫存和定價決策,并與不采用快速策略時的最優(yōu)決策進行對比,分析戰(zhàn)略消費者環(huán)境下快速反應(yīng)的價值。研究結(jié)果表明:銷售商采用快速反應(yīng)策略時,最優(yōu)定價及最大利潤是風(fēng)險偏好程度和估值遞減率的增函數(shù),而最優(yōu)庫存與風(fēng)險偏好和估值遞減無關(guān),快速反應(yīng)價值依賴于快速反應(yīng)成本,當(dāng)快速反應(yīng)成本相對較低時,快速反應(yīng)可以緩解戰(zhàn)略消費行為給銷售商帶來的負面影響,但當(dāng)快速響應(yīng)成本較高時,快速反應(yīng)策略還可能進一步降低銷售商的利潤,另外快速反應(yīng)價值也與風(fēng)險偏好和估值遞減有關(guān)。進一步將研究成果拓展到異質(zhì)戰(zhàn)略消費者環(huán)境,我們證明,市場上高估值消費者所占比例對銷售商的最優(yōu)決策和快速反應(yīng)價值有影響,高估值消費者越多,快速反應(yīng)價值越大。
[Abstract]:In the face of the incessant sales promotion of sellers, more and more consumers will estimate the price and availability of discounted products, and then decide whether to buy immediately or when the price is reduced. Such consumers are called strategic consumers. Strategic consumer behavior has a negative impact on sellers' profits. In addition, consumers' risk appetite and declining valuation can affect consumers' buying decisions. In order to cope with the ever-changing market environment, retailers have adopted rapid response strategies. In most previous studies, consumers were assumed to be nearsighted consumers. The results show that rapid reaction strategy can produce obvious economic benefits. However, under the strategic consumer environment, how does rapid reaction affect the inventory and pricing strategy and the profit level of the seller? It is worth further exploring what the impact of rapid response strategy on strategic consumer behavior. Therefore, this paper studies the risk preference and diminishing valuation of consumers in the context of strategic consumers. The joint inventory and pricing decision when the seller adopts the rapid response strategy, the optimal inventory and pricing decision of the seller are given by establishing a newsboy model that considers the secondary ordering of strategic consumers. Compared with the optimal decision without fast strategy, the value of rapid response in strategic consumer environment is analyzed. The results show that: when the seller adopts fast response strategy, Optimal pricing and maximum profit are the increasing functions of risk preference degree and valuation decline rate, while optimal inventory has nothing to do with risk preference and valuation decline. Rapid reaction value depends on rapid reaction cost, when rapid reaction cost is relatively low, Rapid response can mitigate the negative impact of strategic consumption behavior on the seller, but when the rapid response cost is high, the rapid response strategy may further reduce the profit of the seller. In addition, the rapid response value is also related to risk preference and diminishing valuation. Further research results have been extended to heterogeneous strategic consumer environments, and we have demonstrated that, The proportion of high-valued consumers in the market has an impact on the optimal decision and rapid response value of the seller. The more high-valued consumers, the greater the rapid response value.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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本文編號：1567694