A Pricing Strategy with Consumption Externality when the Reference Group is Large
A Pricing Strategy with Consumption Externality when the Reference Group is Large
复制标题
参考群体较大时考虑消费外部性的定价策略
DOI：
10.1007/s12626-012-0029-6
复制
发表时间：
2013
影响因子：
1.3
通讯作者：
Takeshi Ebina
中科院分区：
文献类型：
--
作者：
Keita Kinjo;Takeshi Ebina
本文分析了当个体效用同时表现出物质效应和其他消费者效应时，企业的最优价格。我们通过以下四个步骤构建模型并进行分析：（1）利用数据的联合分析，建立了一个由个体效用函数组成的多层贝叶斯模型，并估计了模型的参数。(2)我们计算每个时间段的销售数量，并得出整个给定时间段的总销售额。(3)我们估计了存在和不存在消费外部性的需求函数。(4)最后，我们计算利润函数，并得出最优价格考虑到各种产品属性。通过对日本图书市场的分析，我们发现，当外部性存在时，最优价格比不存在时低。这一结果背后的直觉是，从早期阶段开始，低价销售大量书籍会增加外部效应，为公司带来更高的利润。
This paper provides an analysis of firms’ optimal prices when individual utility exhibits both material and other consumer effects. We construct a model and conduct an analysis in the following four steps: (1) By using a conjoint analysis of data, we set up a hierarchical Bayesian model and estimate its parameters, which are composed of individual utility functions. (2) We calculate the number of sales in each time period and derive the total sales throughout the given period. (3) We estimate the demand functions in the presence and absence of consumption externalities. (4) Finally, we calculate the profit functions and derive the optimal prices taking into account various product attributes. By applying our analysis to the book market of Japan, we find that the optimal price is lower when an externality is present than when absent. The intuition behind this result is that pricing low and selling a large number of books from an early stage increases the externality effect, yielding a higher profit for firms.