消费者谈判能力与厂商标价策略-模型及基于实验经济学的检验

本文建立的理论模型研究了消费者谈判能力、谈判成本和对商品的偏好程度等几方面对厂商最优标价决策的影响。当消费者谈判能力较弱时,厂商可能策略性地不对商品标价,以获取更大利润,利润大小与消费者的谈判能力呈倒U形关系;而当消费者谈判能力较强时,厂商会选择对商品进行标价以最大化利润;但若消费者谈判能力很弱,消费者很可能因无利可图而放弃购买,这时厂商就会选择标价销售。通过对模型进行模拟实验,模型的结果得到了进一步验证。本文同时证明,在一定条件下,厂商选择策略性不标价可能不是社会最优的,因此需要通过政府强制标价来实现市场有效性。

CONSUMERS' BARGAINING POWER AND FIRMS' PRICE-POSTING STRATEGY:A MODEL AND ITS EXPERIMENTAL TESTS

We study how consumer characteristics affect not only sellers' price levels but also their price posting strategy.We use a theoretical model to show how those characteristics affect sellers' optimal selling methods.Although consumers with higher values will allow the seller to charge a higher fixed-price or achieve a higher negotiated price,bargaining is more profitable.In addition,a consumer's bargaining power and his bargaining costs determine the optimal pricing methods.We then test our model's predictio...