双重目标条件下电子商务零售商的定价策略

良好长久的顾客关系是企业发展的关键.考虑到当前盈利及未来发展,电子商务零售商应不再以利润作为定价的惟一目标,应同时将顾客满意度作为另一重要的决策目标.根据P-E模型和调查表式的顾客满意度测评方法,确定了顾客满意度目标函数,运用优化理论方法建立了双目标定价模型.通过算例分析得出:双重目标条件下,电子商务零售商越看重利润目标,价格趋向于越高;双目标条件下的价格和利润始终不高于单目标条件下的价格和利润;质量与服务满意度不变时,价格越高,顾客满意度越低.双重目标条件下的定价策略研究对电子商务零售商的定价具有指导意义.

Dual-Objective Pricing Strategy of E-Commerce Retailer

Long-time and amicable relationship between customers and retailers is crucial to the development of the latter. Considering the current profit and future development, an e-commerce retailer shouldn't take the profit any longer as the only objective, but take the customer satisfaction as another important objective simultaneously. According to the evaluation of customer satisfaction by P-E model and questionnaire, the objective function of customer satisfaction was given with a dual-objective pricing model developed in e-commerce via optimization. A numerical example was thus analyzed comparatively and the results showed that under the dual-objective strategy, the more a retailer makes much of profit, the higher the price tends to. However, the price and profit under dual-objective strategy are always not higher than the price and profit under single-objective strategy. If the satisfaction from quality and service remain unchanged, the higher the price, the lower the customer satisfaction. So, the study on the dual-objective pricing strategy is of instructive significance to e-commerce retailers.