基于消费者多样性需求的企业竞争行为定价模式研究
Behaviour-Based Pricing for Competing Firms Facing Variety-Seeking Consumers
Speaker: 张汀 博士，英国布里斯托大学
Time: 2024年12月26日 周四10：00-11：00
Place: 翡翠科教楼B座1002会议室
Abstract: 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. The firms’ BBP adoption increases their profits if the consumer’s variety-seeking degree is high, increases consumer welfare if the consumer’s variety-seeking degree is low, and may lead to an all-win outcome for the firms and consumers. If a firm unilaterally adopts BBP, its competitor will be better off when 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 have the capability of charging personalized prices to past consumers, the firms’ profits increase in the consumer’s variety-seeking degree. With behavioural-based services, i.e., when the firms can customize prices for new and past consumers and also 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.
Bio: 张汀博士是布里斯托大学商学院的运营分析高级讲师（Senior Lecturer）。她于2017获得拥有香港城市大学的市场营销博士学位和中国科学技术大学的管理科学联合培养博士学位，之后分别在上海大学（2017-2023）和布里斯托大学工作（2023至今）。研究兴趣包括运营和营销交叉领域，渠道管理等。研究成果发表在European Journal of Operational Research, Naval Research Logistics, Decision Sciences等。她的研究成果曾获Decision Sciences (2022–2023) 和Naval Research Logistics (2021–2022) 的高被引论文。
