质量敏感需求下的网络营销企业质量相关定价决策

针对电子市场中,由于交易方之间存在着信息不对称现象,使得商品质量的不确定性较为严重的情况,为通过定价有效地显示质量信息,首先构建了质量敏感需求下的网络营销企业质量相关定价模型,并对模型的最优性进行了分析.通过数值算例,探讨了在电子市场对商品质量具有不同的评价时,网络营销企业的最优定价策略,进而分析了模型参数对最优决策的影响.上述结论可以为网络营销企业在电子市场中的定价决策提供有益的指导.

Quality-Contingent Pricing Decisions for Network Marketing Firms with Quality-Sensitive Demand

With information asymmetry existing among partners,the quality uncertainty is serious in electronic markets,therefore,it is important for network marketing firms how to signal quality of products through price policy.At first,this paper builds a model of quality-contingent pricing with quality-sensitive demand and analyzes the existence of the optimal solution.Through numerical example,the paper studies the optimal pricing strategies for network marketing firms when electronic markets have different estimation of quality,and then discusses the impact of parameters in the model on optimal decision.These results are helpful to the decision-making of quality-contingent pricing for network marketing firms in electronic markets.