产品结构视角下的市场分割和定价策略

从产品结构的视角研究了两种具有替代效应且质量水平不同产品的最优定价策略及质量水平的变化给供应商和生产商带来的影响,分析了产品结构不同时利润以及市场份额的变化,探讨了消费者福利随质量水平变化的趋势. 研究结果表明: 虽然集中供应链的利润最大,但却牺牲了集成式产品的市场份额; 分散供应链背景下增大一种产品的模块化程度会减小该产品的市场份额,而提高一种产品的集成化程度可以使得产品线设计具有更大的灵活性,但会牺牲产品线中另一产品的市场份额. 最后通过算例分析了质量水平变化时供应商及生产商利润变化的情况,并发现消费者福利并不随质量水平单调增加,其变化趋势取决于消费者对质量的感知程度与价格变化之间的差值.

Market segmentation and pricing strategies from the perspective of product architecture

The optimal pricing strategies for two substitutable products with different quality levels and the effect caused by the variance of quality levels are studied from the perspective of product architecture. The changes of profit and market share are analyzed when product architecture differs, in addition to the trend of consumer surplus with the variance of quality levels. The conclusion implies that the profit is largest under centralized supply chain at the sacrifice of market share of the integrated product. In a decentralized supply chain, the market share of a product is reduced when the producer adopt a modularization design of the product. When the producer tries to enhance the degree of integration of a product he acquires more flexibilities in designing the product line at the sacrifice of the market share of the other product. Finally, through the numerical study, the results are examined and it is found that the consumer surplus depends on the difference between consumer's perception of quality and variation of price rather than varying with quality level monotonously.