客户低估服务价值情境下混合产品定价策略

针对服务价值初始被客户低估的现象,若制造企业将产品服务集成并捆绑销售,将产生客户不愿为混合产品支付的问题,考虑客户对衍生服务价值感知的波动性,将客户购买混合产品的过程视为一个包含实物期权的多阶段动态投资规划,并通过贝叶斯统计估算客户服务价值感知的波动率,实现对混合产品的多阶段分割式定价,以好孩子旗下口袋车POKIT 2为例,验证了定价策略的可行性与有效性。研究表明:基于客户理解价值的定价策略使得供需交易更有灵活性;客户低估服务价值的持续时间决定了客户购买的价值理解;客户低估服务价值时,混合产品的总价大于客户未低估服务价值时混合产品的价格。

Hybrid Offerings Pricing Strategy in the Situation of Customer under Estimated Service Value

In view of the phenomenon that the service value is initially underestimated by customers,if manufacturing companies integrate and bundle products and services, it will cause customers to be unwilling to pay for hybrid offerings.This paper considers the volatility of customers’ perception of the value of derivative services,the customers’ purchase of hybrid offerings is considered as a multi-stage dynamic investment planning including real options.nThis paper estimates the volatility of customer service value perception through Bayesian statistics to multi-stage split price for hybrid offerings,and takes POKIT 2, a baby carriage owned by Goodbaby, as an example,to verify the feasibility and effectiveness of the pricing strategy.The results show that:pricing strategies based on customer understanding of value make supply and demand transactions more flexible;the duration of the customer’s underestimation of service value determines the value understanding of the customer’s purchase;when the customer underestimates the value of the service, the total price of the hybrid offerings is greater than when customer does not underestimate.