Nonlinear pricing
Nonlinear pricing
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DOI：
10.1093/oxfordhb/9780199543175.013.0022
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发表时间：
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通讯作者：
R. Iyengar;S. Gupta
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作者：
R. Iyengar;S. Gupta
非线性定价表是指客户支付的总费用与他们所消费的服务数量不成比例的任何定价结构。我们以讨论非线性定价方案的广泛适用性开始本章。我们注意到，使用这种方案的主要因素是客户群的异质性。这种偏好的异质性导致客户根据他们的预期需求选择不同的定价方案。我们描述了过去的分析和实证研究。过去的分析工作是根据它是在垄断环境中还是在更普遍的寡头垄断环境中进行分类的。过去的大多数研究发现，在许多情况下，两部分关税是最优的。最近的研究已经开始调查这种最优性的限制，以及更一般的定价方案何时可以是最优的。在对多部分电价的实证研究总结中，我们注意到，尽管非线性定价方案很受欢迎，但对这种方案下的需求进行任何分析都是不平凡的。一个重要的原因是价格与消费之间的双向关系——定价方案影响消费，消费水平决定适用的每单位价格。我们描述了研究人员如何解决这个问题和其他类似的问题，然后展示了一个集成所有问题的建模框架。最后，我们讨论了经验概括，这也提出了一些有前途的领域，为未来的研究。
A nonlinear pricing schedule refers to any pricing structure where the total charges payable by customers are not proportional to the quantity of their consumed services. We begin the chapter with a discussion of the broad applicability of nonlinear pricing schemes. We note that the primary factor for the use of such schemes is the heterogeneity of the customer base. Such heterogeneity of preferences leads customers to choose different pricing plans based on their expected demand. We describe past analytical and empirical research. Past analytical work is categorized based on whether it is in a monopoly setting or a more general oligopoly context. Most past research has found two-part tariffs to be optimal in many settings. More recent research has begun to investigate the limits of such optimality and when a more general pricing scheme can be optimal. In the summary of empirical research on multi-part tariffs, we note that while nonlinear pricing schemes are popular, any analysis of demand under such schemes is nontrivial. One important reason is the two-way relationship between price and consumption in multi-part tariffs – the pricing scheme infl uences consumption and the level of consumption determines the applicable per-unit price. We describe how researchers have addressed this and other such issues and then show a modeling framework that integrates all the issues. We end by discussing empirical generalizations, which also suggest some promising areas for future research.