| 考虑消费者定制的企业产品定价及生产方式决策 |
| Decision making on product pricing, production mode selection for manufacturing enterprise based on consumer customization |
| 摘要点击 1448 全文点击 0 投稿时间：2018-02-06 修订日期：2018-10-22 |
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| 中文关键词 消费者定制；定制感知度；定制化意识；产品定价；生产方式选择 |
| 英文关键词 consumer customization; perceived customization; customization awareness; product pricing; decision on production mode. |
| 基金项目 国家自然科学基金资助项目(71371151；71390330)；国家社会科学基金重大资助项目(15ZDB150) |
| 作者 | 单位 | 邮编 | | 苏秦 | 西安交通大学管理学院 | 710049 | | 王灿友 | 西安交通大学管理学院 | 710049 |
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| 中文摘要 |
| 考虑消费者定制过程引发的行为与情感要素, 研究潜在进入厂商在何种条件下应采取定制生产策略问题. 建
立潜在进入厂商分别生产标准产品与定制产品两种情形下的博弈模型, 分析了潜在进入厂商与生产标准产品的在
位企业之间的均衡决策. 研究发现, 随着顾客定制化意识/偏好损失敏感性比值增大, 采用定制策略的潜在进入者与
在位企业的目标顾客群体呈两极分化趋势, 弱化了两者之间的竞争; 消费者定制化意识的增强并不一定有利于采
用定制生产策略的潜在进入者, 尤其在从定制过程额外获得正效用的消费者群体规模较小的情形下; 潜在进入者
生产方式选择依赖于该部分群体规模, 以及定制化意识/偏好损失敏感性之比两个因素. |
| 英文摘要 |
| In this paper, we examine the conditions under which offering customized products is a viable strategy
for a potential entrant by considering consumers’ behavioral and emotional factors in self-customizing
process. We establish game models for two scenarios, where the potential entrant produces standard products
and customized products respectively, to analyze balanced decisions of the potential entrant and the incumbent.
The results show that: an increase in ratio of customization awareness to preference sensitivity further
polarizes the market if potential entrant adopts customized strategy, therefore weakens the competition between
them. Marginal increases in customization awareness may not benefit the entrant, especially when the size of
a consumer group who gains positive utility from self-customizing process is small. The adoption of production
mode for the potential entrant depends on the size of a consumer group who gains positive utility from
self-customizing process, and the ratio of customization awareness to preference sensitivity. |
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