考虑消费者社会影响下的企业返利策略研究

研究了存在社会影响下的企业返利策略。以返利的持续性为依据, 建立了前期返利、后期返利、始终返利以及始终不返利四种返利模型。分别分析了垄断和竞争两种情形, 通过研究发现:在垄断情况下, 较小的返利促使企业选择在前期返利而后期不返利, 然而较大的返利迫使企业放弃返利策略;在存在竞争情形下, 会出现四种可能的均衡返利策略, 如果企业间竞争较强且返利较大, 均衡结果是两企业会做出差异化的返利策略选择;如果竞争较弱或返利较小, 则均衡结果是两企业会选择相同的返利策略。虽然两个企业均选择后期返利总不是均衡策略, 但是在某些情形下与其它返利策略相比, 两个企业会陷入囚徒困境, 致使两企业利润的减少。

Rebate Research of Company Considering the Existence of Social Influence

This paper studies rebate strategies of company under the existence of social influence. Considering the continuity of the rebate in reality, the paper builds four kinds of modes including early rebate, later rebate, always rebate and never rebate via Hotelling model and analysis of the company’s choice of these four kinds rebate under monopoly and competition situation respectively. The results show that a little rebate would encourage companies to choose early rebate strategy in the case of monopoly, whereas too much rebate would push company to give up rebate. But in the case of duopoly, there will be three possible kinds of equilibrium. In addition, the two companies adopt differentiation rebate strategy in equilibrium if competition between them is intense, while they adopt the same rebate strategy if the competition is mitigated. Besides, although the fact that both of them choose the latter rebate strategy never happens in equilibrium, it still the most profitable condition in some situation.