摘要
策略型消费者在面对新、旧软件时,不仅会理性选择跨期购买的产品类型与最佳时机,而且还会考虑使用新软件所面临一系列兼容性问题所引起的使用成本,这对企业利润造成巨大威胁。因此,针对受消费者个人内在偏好和使用成本双重影响下的软件企业最优决策问题,本文从销售模式与歧视策略双维度视角出发,分别构建了售卖与订阅模式下跨期歧视策略与混合歧视策略的四种博弈模型,并比较分析了软件企业的最优策略组合及其实施条件。研究结果表明:当消费者使用成本较小时,若企业选择售卖(订阅)模式,则混合(跨期)歧视策略较优;然而,当歧视策略的决策先于销售模式时,若企业选择混合歧视策略,则订阅模式要优于售卖模式;此外,售卖模式下的跨期歧视策略加剧了消费者购买需求转移,而订阅模式下的跨期歧视策略却可以缓解消费者延迟订阅倾向。
In the face of old and new versions of software,strategic consumers not only choose the best time and type of products to buy over time,but also consider the costs of using the new software due to a series of compatibility problems,which poses a huge threat to corporate profits.Therefore,aiming at the optimal decision-making problem of software enterprise under the influence of consumers'internal preference and use costs,we consider the generally popular two-period game.From the two-dimensional perspective of sales model and discrimination strategy,four dynamic game models of inter-temporal discrimination strategy and mixed discrimination strategy are constructed under the sales model or the subscription model,respectively.Then,backward induction is used to solve the game models in four different situations,and on that basis,the optimal marketing strategy combinations and implementation conditions for software company are compared and analyzed.Finally,Maple 2021 is used to verify the validity of the relevant propositions and conclusions.Through model construction and analysis,some interesting management insights are obtained.First of all,when the consumer's use costs are small,the mixed discrimination strategy is superior under the selling model,while the inter-temporal discrimination strategy is superior under the subscription model.Second,the optimal selling model under the inter-temporal discrimination strategy is related to the consumer's use costs,while the subscription model under the mixed discrimination strategy is always superior to the selling model.Finally,the effect of inter-temporal discrimination strategy on alleviating consumers'delayed purchase behavior varies across sales models.To sum up,software enterprise should adjust business strategies according to the changing circumstances and help to enhance the new marketing potential.In addition to the consumers’internal and external factors,the degree of quality difference and the type of discrimination strategy are also the key factors to improve p
作者
杜华峰
官振中
任建标
Du Huafeng;Guan Zhenzhong;Ren Jianbiao(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Service Science and Innovation Key Laboratory of Sichuan Province,Chengdu 610031,China;Antai College of Economics&Management,Shanghai Jiaotong University,Shanghai 200052,China)
出处
《中国管理科学》
CSSCI
CSCD
北大核心
2024年第10期76-88,共13页
Chinese Journal of Management Science
基金
国家自然科学基金项目(71572154)
四川省科技厅软科学项目(2020JDR0118)
“服务科学与创新”四川省重点实验室项目(KL2209)。
关键词
策略型消费者
使用成本
歧视策略
销售模式
动态定价
strategic consumers
use costs
discrimination strategy
sales model
dynamic pricing
