品牌形象及其对消费者自我概念的象征意义

在消费活动中,人们购买的不仅是商品本身,而且购买了商品对于消费者代表的符号、象征或者意义。其实,品牌形象是自我概念的映射。人们对品牌形象的认识是基于影响品牌形象的各种因素之上的,如品牌属性、名称、包装、价格、声誉等。品牌营销者应该从理解消费者自我概念着手,在产品的设计、宣传等环节制定科学的策略,提高产品的符号化价值。     

市场交易中的信息披露及相关福利分析

市场中出售的商品分为两类。一类是消费者在购买之前就能清楚了解其质量的商品,而另一类只有在购买之后才能了解其质量。对于后一类商品,由于消费者不能仅仅通过事前的观察来了解其质量,或许他自己就会花费一些成本来收集有关质量的信息。同时,一个公司若确信消费者会喜欢他的产品,为扩大销量,他也会用各种手段对产品质量的信息进行披露,比如披露价格,或是直接披露其产品质量。     

商品使用成本—经济运营决策的一个重要参数

一、商品使用成本是客观存在的经济范畴由生产者生产而由消费者使用的商品 ,其经济成本具有双重存在 :生产成本和使用成本。迄今 ,商品使用成本 ,即商品使用者为使用某一商品所付出的各种代价 ,尚未引起理论经济学和经济管理学的应有重视 ,但这一成本是普遍存在的客观经济范畴。1、商品使用的机会成本。消费者购买使用某一商品 ,一般存在两种机会成本。一是 ,在其购买能力既定的情况下 ,消费甲商品 ,就必须放弃对乙商品的享用。这种意义上的机会成本 ,与各种商品的比价有关。各种商品比价的变动 ,会直接影响各种商品的相对机会成本。二是 ,…     

拓展成本观念强化成本管理

一、传统成本概念的缺陷 传统成本的重点内容主要是产品生产成本。我国对成本概念的研究,基本上是围绕马克思关于生产成本的论述展开的。马克思指出;“按照资本主义方式生产的第五个商品Ｗ的价值,用公式来表示是Ｗ＝Ｃ＋Ｖ＋Ｍ。如果从这个产品价值里减去剩余价值Ｍ,那么,在商品中剩下的只是一个在生产要素上耗费的资本价值Ｃ＋Ｖ的等价物或补偿价值”．”只有补偿商品是资本家自身耗费的东西,所以对资本家来说,这就是商品的成本价格”。马克思在这里称为商品的“成本价格”的那部分商品价值,指的就是产品成本。由于马克思所论述的…     

浅谈金融消费者知情权的法律保护

随着我国经济体制改革的不断深入,尤其是加入WTO之后,金融业以前所未有的速度和规模不断创新和发展,金融衍生产品和新的金融服务类型层出不穷。就金融消费者而言,他们当中的绝大部分人并不具有金融专业知识,对于所购买的金融商品的情况一无所知,就更加谈不上对该金融商品的运作情况的了解与掌握,所以很难对所购买的金融商品或所接受的金融服务的好坏进行评价。所以,金融机构在金融消费领域更应该为消费者提供专业、真实、客观、全面的信息。相对于其他权利来说,金融消费者的知情权是其实现利益的根本所在,只有知情权得以实现的前提下,保护金融消费者的其他权利才有实现的可能。     

商业营销要巧用消费者心理

社会主义市场经济的发展,使我国市场上的商品日益丰富,竞争也愈发激烈。每一位商业经营者都希望把商品尽快推销出去,而商业经营的成败则取决于是否赢得了消费者欢心。因此,在商业营销中不得不巧用消费者心理。 一、售前服务利用消费者心理 消费者在购买商品时较为关心的是价格。利用消费者购买不同种商品的不同心理来订价,有利于促进销售。 1.炫耀订价。高档消费品、名牌优质产     

电子商务、搜寻成本与消费价格变化

电子商务交易平台通过有效提高消费者搜寻次数、降低市场搜寻成本,对零售市场的价格产生了显著影响。基于搜寻理论框架,本文首先构建了一个包含消费者差异性的搜寻与匹配效率理论框架,并且基于1999—2012年的月度微观价格监控数据,以淘宝网的B2C交易平台作为典型案例研究,通过多重差分的方法检验了理论假说。我们发现:首先,消费者通过电子商务交易平台搜寻商品效率对商品市场均衡价格的影响具有产品差异性,对价格低于一定水平的商品,消费者的搜寻效率提高会使商品均衡价格上升;而对价格高于一定水平的商品,消费者的搜寻效率提高会使商品均衡价格下降。其次,消费者运用电子商务平台的边际搜寻成本对商品均衡价格的影响具有消费市场的差异性。实证方面,本文分别运用倍差法和三重差分方法检验了上述两个理论假说中的电子商务平台对商品均衡价格影响的产品和城市差异性,并运用城市差异性指标刻画了搜寻成本。本文结果在进行若干稳健性检验后仍是稳健的。     

欧盟反倾销公共利益调查研究

倾销,是指一国（地区）的生产商或出口商以低于其国内市场价格或低于成本价格将其商品抛售到另一国（地区）市场的行为。反倾销是指对外国商品在本国市场上的倾销所采取的抵制措施。根据世贸组织相关规则,如果倾销产品对进口国国内产业造成损害,进口国可以对进口产品实施反倾销措施。     

从蔬菜价格透视农产品价格上涨趋势的深层次原因

近十年来,我国蔬菜价格呈现明显上涨趋势。引进式技术进步发展模式下的我国生产力不平衡结构是造成蔬菜劳动力成本、土地成本、流通成本和生产资料成本上涨的深层次原因。这种不平衡的生产力结构决定了我国的蔬菜价格将在长期内呈现不断上升的态势。为了缓解蔬菜价格的长期上涨趋势,需要提高蔬菜的生产效率,加大蔬菜生产资料成本补贴,压缩流通环节链条和减少流通费用,并保证大城市附近的农业用地与蔬菜用地的比例。这一结论也适用于其他农产品。     

顾客体验在市场营销中的运用

在买方市场条件下 ,消费者走过了数量满足时代和质量满足时代 ,进入到情感满足时代 ,购买商品时更多的是为了一种情感的需要。消费者对产品的总体认识不仅包括质量、价格等理性层面的理解 ,而且越来越强调文化、知识、个性、品位为主要内容的感情因素 ,渴望得到一种心理体验。在购买商品过程中 ,从进入商店到挑选商品直到做出购买决定 ,大多是受心理体验的驱使而下决心的。文章指出 ,企业要想使自己的产品被更多的消费者接受 ,必须精心设计、促销体验 ,让顾客得到与众不同的、令人愉悦的体验 ,从而提高顾客满意 ,赢得更多的顾客。     

Buying your way into a healthier lifestyle: a latent class analysis of healthy food purchases

A nonhypothetical second-price Vickrey auction was conducted to elicit consumer preferences and willingness-to-pay (WTP) for vegetable attributes, including production technique, origin, taste and health benefits. Using a latent class analysis (LCA) we segmented participants based on health-driven motivations, WTP estimates and socio-economic characteristics. Two latent classes were found and characterized as: ‘Health Conscious’ and ‘Health Redeemers’. In particular, the ‘Health Conscious’ consumers presented healthy lifestyle habits, expressed price premiums for domestic and local-specialty food products after a blind tasting treatment, but they did not have price premiums for health benefits of the products. On the contrary, the ‘Health Redeemers’ presented unhealthy lifestyles but they were willing to pay more for healthy food products, perhaps in an attempt to make up for their unhealthy habits.     

基于粮食安全背景下的农业补贴安排

全球农产品价格上涨,甚至在一些国家造成了通胀。粮食安全问题再次引起各国政府关注。结合当前的国内外形势,从贸易扭曲、战略选择、粮食安全等角度对农业补贴进行分类。直接补贴,农民可以直接受益,如农民收入补贴。另一种是间接补贴,农民只能间接受益,如农产品价格补贴,包括中国采取的按保护价收购农民余粮的价格补贴。     

Estimating exact hedonic indexes: An application to UK television sets

Much attention has been given to the estimation of hedonic regressions given their potential use as a means to adjust consumer and producer price indices for quality changes. However, there has been warranted criticism over the methods used, particularly relating to the econometric specification of the models. Much of the criticism has arisen from the inability of available data to match the requirements of a fully specified model. Using EPOS scanner data for UK television sets we provide reliable hedonic estimates which incorporate several developments. Such data are available for a wide range of product areas and this application illustrates how they might be used. We develop methodology to help surmount problems arising from omitted variables, the coexistence of new and old models, weighting of observations and quality changes common to all models. More specifically we pay particular attention to the neglected area of product markets where pricing is above marginal cost.     

国际农产品价格如何影响了中国农产品价格?

本文使用月度数据考察国际农产品价格是否影响中国农产品价格,以及影响程度和可能的影响机制。在控制了其他影响因素的条件下,本文证实了国际农产品价格对国内价格具有经济意义上的显著影响,各种农产品的国内价格对相同产品国际价格的反应程度存在较大差异,玉米、大米和大豆价格的国际价格弹性介于0.20到0.36之间,小麦的国际价格弹性为0.05左右,国内外农产品市场间高度的整合关系主要是通过国际贸易建立的。中国在未来为保持粮价稳定需要加大对农业的扶持力度,加强国内农产品储备,合理地对农产品贸易进行管制,建立农产品价格预警机制,并通过财政补贴等手段平抑因国际价格波动而带来的国内农产品价格上涨。     

Complementarity of willingness to pay and cost heterogeneity under vertical product differentiation: A welfare analysis

Due to the fact that a consumer’s willingness to pay differs between segments, many unregulated industries are price constrained, although the specific costs of market segments also differ. If the product quality is endogenously chosen, we find that third-degree price discrimination increases welfare if a sufficiently pronounced complementarity between the willingness to pay and variable cost heterogeneity is given. This is due to the fact that the monopolist’s incentive for employing a pronounced price dispersion strategy is directly influenced by the consumers’ willingness to pay for the quality of a product. With endogenous product quality, the paper shows that the standard welfare result of third-degree price discrimination compared to uniform monopoly pricing (e.g. that total welfare and consumer surplus both fall if total output does not rise) can be only reversed given the complementarity is sufficiently pronounced.     

Regulating prices for shifting between service providers

The price that a regulated access provider charges for shifting customers between service providers has significant welfare implications. Typical regulatory approaches to pricing, such as pricing based on fully allocated cost or incremental cost, ignore the characteristics of consumer demand. A theoretical alternative, Ramsey pricing, considers only the elasticity of demand for given products. This paper directs attention to the competitive process. Using US long-distance telephone services as an example, this paper shows how empirical evidence concerning customer acquisition costs, customer switching costs, and churn among service providers can help to inform price regulation.     

The effects of domestic rice market interventions outside business-as-usual conditions for imported rice prices

The Philippine government intervenes in the domestic rice market through the imposition of import tariffs and the provision of producer and consumer subsidies. While policymakers are aware that these programmes come with allocative efficiency costs, they justify the programmes on the grounds that they insulate the domestic economy from unexpected price spikes in the international rice market. An interesting matter for policy evaluation is to quantify the insulation benefit that the programmes provide in circumstances of sudden severe import price spikes. To examine this question, we undertake a dynamic computable general equilibrium (CGE) simulation in which the Philippines is subject to an external rice price shock. We find that the insulation benefit of the support programmes under a 2008-like event is worth approximately 0.10% of real consumption. However, the cost of insuring against these price spikes is significant. We estimate the annual cost of the rice market interventions at approximately 0.40% of real consumption.     

Nonprofits with distributional objectives: price discrimination and corner solutions

We characterize the patterns of pricing and rationing when paternalistic nonprofit organizations (either private or governmental) care about the level and distribution of consumer surplus provided to their clients. Equilibrium depends upon marginal cost, the organization's distributional weights, exogenous income levels, and cream-skimming by competing for-profit firms. In equilibrium, some consumers pay their reservation price or a lower price above marginal cost, some pay less than marginal cost, some obtain the good for free, and some are not permitted to buy the good at any acceptable price. Comparative statics here differs from that for output or profit maximizers, with discontinuous price schedules shifting abruptly when exogenous income changes.     

Does price dispersion increase with quality? Evidence from the online diamond market

This article empirically investigates the relationship between price dispersion and price level. Searches seem more valuable for products of high quality, but buyers may have little incentive to search since such products are less frequently purchased. The extent of price dispersion is examined using a sample of around 160 000 diamonds offered for sale online. Estimates from a two-stage econometric strategy show that price dispersion increases significantly with quality. An explanation is that buyers of high-quality gemstones pay little attention to the price of these diamonds and even more so if they perceive high prices as signals of quality and rarity of the diamonds they intend to purchase.     

从部门出厂价格指数看我国的价格形成机制

影响我国工业品出厂价格指数的主要因素分别是采掘业和农产品相关工业,以这两类行业为代表的因子可以解释整个部门体系价格变动近90%的信息。政策制定者不要只关注整体的价格指数,更要关注采掘业和农产品相关工业这两个部门的价格指数变动,尽量控制这两个因子的同时上升。