数字环境下产品定价与一种产品差异化机制模型分析

本文首先分析了在新的市空下市场结构特征和厂商定价策略,以及价格机制的演变和不同市场环境下具体价格机制的使用;依据逆向选择原理,设计了一种有中间商参与的基于顾客需求和品牌偏好的产品差别定价机制模型,利用logit模型得到厂商利润方程;然后对模型性质以及厂商间产品价格、产品特性的影响进行了分析,得出厂商定价策略必存在Nash均衡,并对两种情形下如何求均衡解进行了说明;最后对参数估计进行了分析。

Analysis of Product Pricing and A Kind of Differential Product Mechanism Model under Digital Circumstance

At first,this paper analyses the characters of the market structure and the strategies of the enterprise under the new market space,then introduces the evolvement of the pricing mechanism and the concrete pricing mechanism under different market environments.Taking account of the theory of the adverse selection,the differently pricing mechanism model based on customer's demand and brand preference is put forward under the new market and space.By logit model,we attain the profit equations,then analyse the property of model,the infection of the different firm prices and the product characteristics,and show that there must be the Nash equilibrium,and explain hot to get the equilibrium results.In the end we analyse the estimate make of the model parameters.