应兰州大学管理学院运营与财务管理研究所邀请，英国布里斯托大学商学院张汀副研究员将于我院举办学术讲座。欢迎感兴趣的师生积极参加！

主   题：面向追求多样化消费者的竞争企业的行为定价策略（Behaviour-Based Pricing for Competing Firms Facing Variety-Seeking Consumers）

主讲人：张   汀   副研究员

主持人：季培楠  青年研究员

时   间：2024年6月17日  15:00-17:00

地   点：兰州大学城关校区齐云楼204会议室

讲座简介：

许多企业采用基于行为的定价法（BBP）为过去的消费者和新消费者定制价格，这些消费者对产品的估价受到寻求多样性行为的影响，即在品牌或产品选择上寻求多样性的倾向。这种行为在实践中很普遍，但在文献中却未得到充分探讨。为了研究有追求多样性消费者的市场中的 BBP，我们建立了一个由两个竞争企业组成的两阶段模型。研究发现当企业采用 BBP 时，消费者的多样化程度越高，企业在第一期的价格竞争就会越缓和，从而为企业带来更高的利润。与不采用 BBP 的企业相比，当消费者的品种寻求程度较高时，企业的利润会更高，消费者的福利会更低。如果一家企业单方面采用 BBP，而消费者的品种寻求度较高，则其竞争对手的情况会更好。如果企业可以战略性地选择是否采用 BBP，则可能出现非对称均衡，即只有一家企业采用 BBP。企业可以在没有实际价格歧视消费者的情况下战略性地采用BBP，因为企业的价格歧视潜力可以缓解其第一阶段的竞争。如果消费者的品种寻求程度较高，则当BBP（外生）可行时，企业的利润将高于BBP（外生）不可行时的利润，即企业从BBP的可行性中获得的收益增加了消费者的品种追求程度。通过基于行为的个性化定价，即当公司可以向过去的消费者收取个性化价格时，他们的利润会随着消费者的多样化程度而增加。对于基于行为的服务，即当企业可以向过去的消费者提供额外的服务时，随着消费者寻求多样性的程度增加，企业的服务水平下降，其利润先下降后增加。这些发现揭示了BBP的不同特征，并有助于解释许多现实世界中的运作。

Many firms adopt behavioural-based pricing (BBP) to customize prices for past and new consumers whose valuations of products are affected by the variety-seeking behaviour, i.e., the tendency to seek diversity in brand or product choices. This behaviour is prevalent in practice but under-explored in the literature. To study BBP in markets with variety-seeking consumers, we build a two-period model comprising two competing firms. We find that when the firms adopt BBP, a larger consumer’s variety-seeking degree mitigates the firms’ first-period price competition, leading to higher profits for the firms. When the consumer’s variety-seeking degree is high, with BBP, the firms’ profits will be higher and consumer welfare will be lower than those without BBP. If a firm unilaterally adopts BBP, its competitor will be better off if the consumer’s variety-seeking degree is high. If the firms can strategically choose to adopt BBP or not, the asymmetric equilibrium may occur, in which only one firm will adopt BBP. The firms may strategically adopt BBP without actually price-discriminating consumers because the firms’ price-discrimination potential can mitigate their first-period competition. If the consumer’s variety-seeking degree is high, the firms’ profits when BBP is (exogenously) feasible will be higher than those when BBP is (exogenously) infeasible, where the firms’ gains from the feasibility of BBP increase in the consumer’s variety-seeking degree. With behavioural-based personalized pricing, i.e., when the firms can charge personalized prices to past consumers, their profits increase in the consumer’s variety-seeking degree. With behavioural-based services, i.e., when the firms can offer additional services to past consumers, as the consumer’s variety-seeking degree increases, the firms’ service levels decrease, and their profits first decrease and then increase. These findings uncover the different characteristics of BBP and help explain many real-world operations.

主讲人简介：

张汀，英国布里斯托大学商学院运营分析系副研究员，张博士分别获得香港城市大学市场营销博士学位和中国科学技术大学管理科学博士学位。在加入布里斯托大学之前，她曾在上海大学工作。主要研究方向包括多渠道供应链、行为运营管理和平台运营等。在European Journal of Operational Research,Naval Research Logistics和Decision Sciences等主流学术期刊发表学术论文多篇。曾担任Transportation Research Part E: Logistics and Transportation Review的客座编辑。