信息不对称的品牌信号重要性

现实市场中,消费者对质量的偏好同价格正相关,愿意为高质量的产品支付高价;不同生产效率的厂商在同等成本条件下生产的产品质量是有差异的;信息是不对称的,厂商对产品质量的了解多于消费者;市场参与者都是理性的,因此信     

具有网络效应的产品的价格竞争分析

具有网络效应的产品是指消费者在消费这种产品时所获得的效用会随着购买这种产品的其他消费者数量的增加而不断增加的产品。本文通过建立一个有两个厂商的离散动态决策模型，研究在分散决策的市场经济中生产具有网络效应的产品的厂商的价格决策对产品市场占有率的影响，价格决策影响产品市场占有率的动态演化的过程，以及市场均衡的务件和特征，包括产品不占有市场、占有部分市场以及上有今都市场的价格条件。     

基于消费者选择的新能源汽车产品战略研究

本文通过消费者调研,从产品类别选择战略、产能价格战略、产品市场切入战略、产品性能战略、产品推广战略和产品商业模式选择战略六大维度构建新能源汽车产品战略。基于消费者选择,逐一论证并阐释六大维度下的产品战略。     

汽车业:谁是颠覆者?

2007年11月1日,对中国的汽车厂商以及消费者来说,有两个重要的新闻:一是汽油、柴油价格每吨各提高500元;二是发改委《新能源汽车生产准入管理规则》正式生效。     

消费成本与公共政策

消费是商品生产的目的和最终审判台.消费者要实现商品效用,除了支付购买价格外,还需支付其他的消费成本.社会消费需求的总量和结构,决定于消费者对可能得到的消费者剩余量的评价.消费者消费公共产品时,虽然不需直接支付公共产品的价格,但也需要付出消费成本.消费成本的高低,是决定消费者对商品需求量和对公共产品满意度的重要因素,对于个人效用和社会福利具有重大影响.消费成本的高低,对不同收入阶层影响不同,制约着社会公平目标的实现.因此,公共政策调控,应对消费成本给予更多的关注.     

绿色产品传统销售与概率销售模式比较与选择研究

考虑产品绿色度与消费者绿色偏好存在差异,构建不同市场分布情况下绿色产品传统销售模式和概率销售模式模型,比较概率销售模式与传统销售模式的最优收益,分析相关参数对概率销售模式适用范围和不同销售模式利润的影响。研究表明,当产品间绿色度差异较小时,零售商适合采用概率销售模式,反之,则适合采用传统销售模式。另外,不同市场分布下概率销售模式的适用范围受低绿色度产品在概率产品中所占比例的影响不同,且会随消费者的产品绿色度不匹配成本增加而减小,即消费者对产品绿色度要求越高越不利于概率销售模式的实施。     

基于Hotelling模型的服务型制造增值机理研究

为探讨服务型制造对厂商差异化战略的影响,结合服务的特性,构建了区间Hotelling差异化模型:无差异化的产品竞争模型和服务差异化模型.通过对模型进行求解得到最佳服务差异化程度和均衡价格.比较和分析模型结果表明:(1)服务差异化程度大于某个临界值时才会获得正的利润;(2)适度服务差异化可以提升厂商利润和消费者剩余.(3)消费需求模式的变化是服务型制造的关键因素,而厂商移动的边际成本对其采取差异化竞争战略有重要影响.     

治霾背景下浅层地温能开发利用规制博弈分析

本文主要研究浅层地温能开发利用过程中政府规制起到的作用,分析浅层地温能开发利用现状,指出推广浅层地温能的开发利用需要政府的支持,在系统考虑市场因素、政府补贴因素、消费者绿色消费意愿等因素的情况下,政府通过规定能源行业的最低准入的环保水平来影响浅层地温能与传统能源行业的市场份额,通过博弈分析得出政府规定环保水平准入值的合理范围。     

我承认,当初看走了眼

正是我们曾经十分不屑的那些很土、很山寨的自主品牌的存在,才让我们的市场不至于被寡头垄断,因为自主品牌的每一点进步都会逼迫那些主流厂商降低价格、提供更好的服务,作为消费者才能因此受益,在很多领域莫不如此。     

绿色价格及其制订策略

绿色产品将主导21世纪国际消费市场，绿色企业将成为市场的主导者，绿色营销战略将显示出它强大的生命力，成为众多企业争夺市场的首选战略。绿色价格作为营销组合4P（产品、定价、促销、渠道）中最敏感、最重要的因素，关系到企业在绿色市场上的份额和盈利率。在消费者可接受的范围内制订出最佳的绿色价格，对增强绿色产品的市场竞争力具有十分重要的意义。     

The effects of fuel prices and vehicle sales on fuel‐saving technology adoption in passenger vehicles

Although economic theory suggests that both sales and fuel costs affect technology adoption by vehicle manufacturers, there is very little empirical evidence on either effect. We document a strong connection between a vehicle's sales and its energy efficiency. Using a demographics‐driven demand shifter to isolate demand‐side changes in sales, we find that a one standard deviation increase in sales raises efficiency by 0.2%, compared with a mean improvement rate of 1.4% per year between 1997 and 2013. Higher fuel prices also increase technology adoption directly by increasing willingness to pay for fuel cost savings. The results have two implications: manufacturers will continue to focus technological improvements on top selling vehicles; and fuel taxes will have larger effects on technology adoption than fuel economy standards and feebates.     

Resale price maintenance in a model of consumer search

A retail search model of Salop and Stiglitz (1977) is adapted to analyze manufacturer incentives for resale price maintenance. For some retailer cost functions and distributions of consumer search costs, imposition of a minimum price for retailers causes a price distribution to collapse to an intermediate price. Manufacturers may benefit from price floors when sales to high-search-cost consumers that have obtained lower prices increase sufficiently so as to offset decreased sales to other consumers facing higher prices. In contrast to previous work, no free-riding problem with respect to dealer services is necessary for manufacturers to prefer banning discounting of their products.     

Green consumer behaviour: an experimental analysis of willingness to pay for remanufactured products

Products' end‐of‐life management has recently become a critical business issue. One of the possible end‐of‐life strategies is remanufacturing, which can provide competitive advantages through material and energy savings. Beyond industrial organization challenges, there is a question about the interest of developing a green marketing strategy for remanufactured products. Indeed, remanufactured products can be considered as green products since their industrial process has environmental benefits. Our paper asks whether consumers are willing to pay for remanufactured products, especially when they are informed that these products are ‘green’. We use experimental auctions to elicit consumers' WTP for specific characteristics of remanufactured products. Our study indicates that consumers tend to value the remanufactured product less than the conventional one unless they are informed about their respective environmental impacts. We find no evidence that consumers are willing to pay a premium for the green (i.e. remanufactured) product. However, providing environmental information to consumers has an effect on their WTP for the conventional product: they generally decrease significantly their WTP for the conventional (and thus most polluting) product. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.     

城镇居民生鲜农产品购买满意度研究——基于沈阳市消费者的调研

近几年,随着CPI指数的增长和农产品价格的上升,城镇居民在农产品购买过程中的满意度水平也在不断下降。如何提升城镇居民农产品购买满意度,成为现阶段一个重要的社会和经济问题。本文通过对沈北新区消费者的实地调研对消费者生鲜农产品购买满意度及其影响因素进行实证研究,在此基础上为生鲜农产品零售终端如何提高消费者购买满意度提出相应对策建议。     

Market Effects of Changes in Consumers' Social Responsibility

In a duopoly model of vertical differentiation, we study market equilibrium and the resulting social welfare following an increase in the consumer's willingness to pay (WTP) for products sold by socially responsible manufacturers. Different types of such changes emerge depending on their effects on consumer heterogeneity. We show that, in most cases, increases in the consumers' social consciousness yield higher profits to socially responsible firms and may lead to higher levels of social welfare, provided that the market structure is left unchanged. However, when an increase in the consumer's social consciousness changes the market structure, welfare may fall, while the duopolists' profits rise. The resulting tension between private and social interest calls for a cautious attitude toward information campaigns aimed at increasing the consumer's social consciousness.     

Learning quality through prices and word‐of‐mouth communication

This paper studies the effect of word‐of‐mouth communication on the optimal pricing strategy for new experience goods. I consider a dynamic monopoly model with asymmetric information about product quality, in which consumers learn in equilibrium from both prices and other consumers. The main result is that word‐of‐mouth communication is essential for the existence of separating equilibria, wherein the high‐quality monopolist signals high quality through a low introductory price (lower than the monopoly price), and the low‐quality one charges the monopoly price. The intuition is simple: low prices are costly, and will only be used by firms confident enough that increased experimentation (and therefore communication among consumers) will yield good news about quality and increased future profits. Additional results are the following: for the high‐quality seller, the expected price (quantity) is increasing (decreasing) over time; whereas for the low‐quality one, the opposite is true. Moreover, signaling becomes more difficult when consumers pay less attention to their peers' reports and more attention to past prices. Finally, word‐of‐mouth communication improves consumer welfare.     

THE ECONOMIC THEORY OF VERTICAL RESTRAINTS

Abstract.  The types of contracts arising in a typical vertical manufacturer–retailer relationship are more sophisticated than a simple uniform price. In addition to setting per unit prices, manufacturers and retailers also revert to non-linear pricing and non-price instruments. These instruments or contracts are referred to as vertical restraints and can take the form of franchise fees, resale-price maintenance, exclusive dealing, exclusive territories and slotting allowances. The use and the effects of one type of instrument versus another depend crucially on specific market assumptions upstream and downstream and on the division of bargaining power between manufacturers and retailers. This paper surveys the industrial organization literature on retail pricing and shows that vertical restraint instruments have important effects on producer and consumer prices, market structure, efficiency and welfare.     

Strategic stocking for new products to signal quality information

This paper investigates the signaling role of stocking for new experience products in a two-period setting. The seller privately observes the product quality information, which cannot be resolved until the second selling period. We show that the stocking plays a pivotal role in signaling the quality information, and the equilibrium strategy depends highly on ordering cost and the consumer prior belief about the seller type. If the seller is unable to dynamically decide the retail prices, separating equilibrium arises more frequently and such a fixed pricing may result in a win-win situation for both seller and consumers.     

企业实施多元化战略的价值链分析

企业核心竞争力是企业价值链分析主要研究的问题,面对多元化的市场需求和消费者需求,企业实施多元化的经营战略有利于企业规模集团化,提升顾客价值;运用多元化经营战略的价值链分析企业内部经营各环节因素,有利于在企业转型过程中,确定产品、市场,优化企业价值链,提升企业核心竞争力。     

Why Lever into a Zero-Profit Industry: Tying, Foreclosure, and Exclusion

This paper considers the incentives of a firm with power in a market for one good to tie in the sale of a complementary good even though the complementary good is produced in a zero profit market. If the zero-profit price of the tied good is greater than the marginal cost (which occurs for example when the technology is characterized by a fixed cost and a constant marginal cost), a firm will fie in order to increase the sales of the complementary good, which at the margin is profitable. We show that such tying will lower the effective prices paid by customers and increase welfare. This incentive exists if the firm with market power is a monopolist or one of several competing oligopolists.