Pricing for sales and per-use rental services with vertical differentiation
Pricing for sales and per-use rental services with vertical differentiation
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具有垂直差异化的销售和每次使用租赁服务的定价
DOI：
10.1016/j.ejor.2018.03.035
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发表时间：
2018-10
影响因子：
6.4
通讯作者：
Xiaolong Guo
中科院分区：
文献类型：
--
作者：
Yugang Yu;Yuxuan Dong;Xiaolong Guo
越来越多的公司同时向消费者提供产品销售和按用途租赁服务。通常，按用途租赁服务提供的产品与出售的产品不同。例如，在戴姆勒的Car2Go计划中提供的汽车是“智能”汽车，其尺寸比出售给消费者的典型汽车更小。这种差异是客观可衡量的，并通过质量捕捉，称为垂直差异。本文研究了按用租赁服务和销售的最优定价问题，揭示了当存在垂直差异化时，按使用租赁服务与销售之间的相互作用。最优解是唯一的，并由一个模型确定，该模型使用边际租户和边际买家作为决策变量，而不是每次使用的租赁服务和销售的价格。纵向差异化显著影响企业的潜在盈利能力。当垂直分化进入一定区间时，按使用租赁服务的潜在盈利能力高于销售，这就解释了按使用租赁商业模式越来越受欢迎的原因。最后，研究结果显示，在每次使用租赁服务(销售)中提供质量相对较高(低)的产品，对于具有较强汇集效应的产品类别或当所有权具有较高的公司方收益时，是高利润的。这一发现丰富了现有文献，为所有权和汇集效应提供了新的视角，并通过一个数字例子说明了这些见解。
An increasing number of firms are simultaneously offering consumers products for sale and for per-use rental services. Typically, the products offered in per-use rental services are different from those offered for sale. For example, automobiles offered in Daimler’s Car2Go program are “Smart” cars, which have a smaller size than the typical automobiles sold to consumers. Such a difference, which is objectively measurable and captured by quality, is called a vertical differentiation. This study investigates the optimal pricing problem for per-use rental services and sales, and reveals how per-use rental services interplay with sales when vertical differentiation exists. The optimal solution is unique and determined by a model that uses a marginal renter and a marginal buyer as decision variables rather than the prices of per-use rental services and sales. The vertical differentiation significantly influences a firm’s potential profitability. When the vertical differentiation falls into a certain interval, the potential profitability from per-use rental services is higher than that from sales, which explains why the per-use rental business model is increasing in popularity. Finally, the results show that offering products with a relatively high (low) quality in per-use rental services (sales) is highly profitable for product categories with a strong pooling effect or when there are high firm-side benefits from ownership. This finding enriches the existing literature by providing novel perspectives on ownership and the pooling effect, and these insights are illustrated through a numerical example.
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DOI：
10.2139/ssrn.2574337
发表时间：
2015-10
期刊：
Economics of Networks eJournal
影响因子：
--
作者：
S. Fraiberger;A. Sundararajan
通讯作者：
S. Fraiberger;A. Sundararajan
影响因子：
13.7
作者：
BULOW, J
通讯作者：
BULOW, J
DOI：
10.1287/mksc.1080.0458
发表时间：
2009-09
期刊：
Mark. Sci.
影响因子：
--
作者：
S. Bhaskaran;S. Gilbert
通讯作者：
S. Bhaskaran;S. Gilbert
影响因子：
22.7
作者：
Cacm Staff
通讯作者：
Cacm Staff
影响因子：
3.1
作者：
Daniel O’Maley
通讯作者：
Daniel O’Maley