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今天小编为您带来博士论文《考虑消费者信息和公平关切的定价及渠道选择研究》3.4 拓展研究。
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Today, the editor brings the "Expanding research of the doctoral dissertation 《Research on pricing and channel selection that considers consumer information and fairness concerns》”.
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内容摘要：Abstract
本期推文将从思维导图、精读内容、知识补充三个方面介绍博士论文《考虑消费者信息和公平关切的定价及渠道选择研究》3.4 拓展研究。
This issue's tweet will introduce the doctoral dissertation 《Research on pricing and channel selection that considers consumer information and fairness concerns》 from three perspectives: mind mapping, detailed content analysis, and supplementary knowledge, focusing on research on expanding research.
思维导图：Mind mapping
精读内容：Intensive reading content
本小节主要介绍了本章的拓展研究，研究了在基础模型的基础上将消费者第一阶段支付的零售价作为参考价格。
This section mainly introduces the extended research of this chapter, which studies the retail price paid by consumers in the first stage as a reference price based on the basic model.
首先，当顾客在第二阶段被收取一个较低的价格时，他们可能会体验到比第一阶段支付的价格要低的好处。当消费者在第二阶段被收取一个较高的价格时，他们则会因第一阶段的低零售价而感觉到不满。
First, when customers are charged a lower price in the second stage, they may experience a benefit from paying a lower price than in the first stage. Conversely, when consumers are charged a higher price in the second stage, they may feel dissatisfied due to the lower retail price in the first stage.
然后，作者使用数值示例说明消费者尤其关注两个阶段价格的变化，相比较没有消费者认知时BBP的实施变得更加有利可图这一结论，比较了有BBP和没有BBP两情况下公司利润大小。揭示出低相对效率的公司更能够从BBP中收获高利润，与命题3.3一致。不同之处在于，当参考效应发挥更大作用时，公平关切的存在意味着企业始终受益BBP。
Then, the author uses numerical examples to illustrate that consumers are particularly sensitive to price changes between the two stages. The conclusion is that the implementation of BBP becomes more profitable compared to the situation without consumer awareness. The comparison is made between the company's profits with and without BBP. It is revealed that companies with lower relative efficiency can achieve higher profits from BBP, consistent with Proposition 3.3. The difference lies in the fact that when the reference effect plays a more significant role, the presence of fairness concerns implies that enterprises always benefit from BBP.
最后，作者介绍了本章的小节。首先介绍了本章的研究内容，本章分析消费者公平关切和产品质量差异对BBP实践的影响。我们研究一个两阶段的模型，其中市场由垂直差异的双寡头公司和关注公平的消费者组成。由于第二阶段企业会给回头客设置更高的价格，所以当消费者以高价重复购买时便会展现出公平关切。然后介绍了本章的研究结论以及其产生的意义。第一，作者说明了企业的相对生产效率会使其在应用BBP时受损，但消费者的公平偏好会降低这种损失程度。第二，作者发现当内生产品绿色质量时，公平关切能够进一步增加产品质量差异。第三，对公平问题的深入认知并不总是对消费者有利。最后作者介绍了未来研究方向。未来的研究可以探索多种因素引发的公平关切对BBP实践和公司利润的影响和检验绿色程度根据消费者公平关切和BBP策略而进行动态调整的问题。
Finally, the author introduces the summary of this chapter. First, the research content of this chapter is presented. This chapter analyzes the impact of consumer fairness concerns and product quality differences on BBP practices. We study a two-stage model where the market consists of vertically differentiated duopoly companies and fairness-concerned consumers. Since firms in the second stage set higher prices for returning customers, consumers exhibit fairness concerns when they make repeat purchases at higher prices. Next, the chapter’s research conclusions and their implications are introduced. First, the author explains that a company's relative production efficiency can cause it to suffer when applying BBP, but consumers' fairness preferences reduce the extent of this loss. Second, the author finds that when the product's green quality is endogenous, fairness concerns can further increase the product quality differences. Third, a deeper understanding of fairness issues is not always beneficial for consumers. Finally, the author introduces future research directions. Future research can explore the impact of fairness concerns triggered by multiple factors on BBP practices and company profits, and examine the dynamic adjustment of green quality according to consumers' fairness concerns and BBP strategies.
知识补充：Knowledge supplement
1、参考效应 Reference effect
参考效应全称为参考价格效应，参考效应是指：商品的价格相对于消费者认知的其他替代商品越高，消费者对价格就越敏感。反之，消费者则对价格不敏感。从广义上来说，参考价格是消费者进行价格判断时所使用的参考点，即参考价格是价格比较的基点，因为很多价格都可以作为比较的基点，所以参考价格是多维度的、不明确的。
The full term for the reference effect is the reference price effect. The reference effect refers to the phenomenon where the higher the price of a product relative to the consumer's perception of other alternative products, the more sensitive the consumer is to the price. Conversely, when the price is lower, consumers are less sensitive to it. Broadly speaking, the reference price is the benchmark used by consumers when making price judgments. It serves as the basis for price comparison. Since many prices can serve as comparison points, the reference price is multi-dimensional and ambiguous.
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参考文献：[1] 江豫. 考虑消费者信息和公平关切的定价及渠道选择研究 [D]. 合肥: 中国科学技术大学, 2023.
文案|Whisper
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审核|Wang