考虑品牌忠诚度的追随品跨周期质量与定价决策

徐孝蕾; 周建亨

doi:10.3969/j.issn.0258-2724.20200012

考虑品牌忠诚度的追随品跨周期质量与定价决策

doi: 10.3969/j.issn.0258-2724.20200012

徐孝蕾^1,2,,
周建亨^1, ,

基金项目: 国家自然科学基金面上项目（71872036）；国家自然科学基金重点项目（71832001）；教育部人文社会科学基金（18YJA630153）；上海市社会科学基金（2017BGL018）

详细信息

作者简介:
徐孝蕾（1987—），女，博士研究生，研究方向为顾客行为与供应链管理，E-mail：xxl_870121@126.com

通讯作者:
周建亨（1976—），女，教授，博士生导师，研究方向为供应链管理、运营管理， E-mail：Zjh001@dhu.edu.cn

中图分类号: V221.3
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出版历程
- 收稿日期: 2020-01-19
- 修回日期: 2020-04-24
- 网络出版日期: 2020-05-20
- 刊出日期: 2020-10-01

Pricing and Quality Decisions of Follower Brands in Presence of Brand Loyalty

XU Xiaolei^{1,2
,},
ZHOU Jianheng^{1
, ,}

摘要

摘要: 国际知名时尚品牌通常以其较高的质量和独特的文化价值吸引和培育众多忠诚顾客，国内同类本土品牌在追随时面临顾客黏性以及策略性消费行为的影响，如何突破既有的壁垒，吸引策略型顾客购买性价比高的本土品牌产品成为了重要课题. 为此，基于时尚产品价值衰减的假设，构建了两周期竞争企业的策略性博弈模型，分析了追随企业该如何决策追随品的质量与价格. 研究表明：原品顾客忠诚度越高，对其需求越有利，但对其利润却不总是有利；给定原品贬值程度，若消费者策略性较弱，追随品的利润反而可能随原品忠诚度递增，这是因为追随品价格随顾客忠诚度递增的正效应大于市场需求随之递减的负效应，促使追随品利润递增；作为追随品，收益并不是随与原品的相似度单调递增，应当保留一定程度的品牌原创性才能实现利润最大化.
- 顾客忠诚度 /
- 顾客策略行为 /
- 产品相似度
Abstract: International famous fashion brands usually attract and cultivate many loyal customers with their high quality and unique cultural value. Thus, domestic follower brands have to be confronted with the effect of customer stickiness and strategic behavior. How to break through the existing barriers and attract strategic customers to buy cost-effective follower brands has become an important issue. On the basis of the assumption that fashion products have certain value depreciation, a strategic game model of competitive firms in two-period, is built to analyze how follower businesses decide their product quality and price. It is found that high brand loyalty is benefit to the leader demand, but may be adverse to its profit. Furthermore, given the value depreciation, if the strategic behavior is weak, the followers’ profit may increase with the brand loyalty. The reason is that the positive effect of follower price increasing with customer loyalty is greater than the negative effect of market demand decreasing with it, which promotes the increase of follower brand profit. In addition, a follower’s profit does not monotonically increase with its product similarity; thus it is essential for a follower to own a certain degree of brand originality in order to maximize profits.
- customer loyalty /
- customers strategic behavior /
- product similarity

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图 1 企业决策时序

Figure 1. Sequence of enterprise decision events

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图 2 产品B的市场区域

Figure 2. Regions of follower brand

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图 3 最优相似度与忠诚顾客的关系

Figure 3. Relationship between optimal similarity of follower and customers’ loyalty to original one

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图 4 不同区域的两种产品在第2期的利润

Figure 4. Profits of two products in different regions of second period

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图 5 异质品竞争下原品折价对追随品定价与市场的影响

Figure 5. Effect of original brand discount on follower price and share in competition region

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图 6 垄断分流和需求挤占区域内原品折价对追随品定价的影响

Figure 6. Effect of original brand discount on follower price in regions of monopoly diversion and demand cannibalizing

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图 7 异质品竞争区域中折价对原品价格和利润的影响

Figure 7. Effect of original brand discount on its price and profit in region of heterogeneous product competition

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图 8 顾客策略行为对追随品利润的影响

Figure 8. Effect of customer strategic behavior on follower’s profit

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表 1 符号说明

Table 1. Summary of notations

符号	含义
${p_i}$	即产品 $i$ 的售价，$i = {\rm{A}},{\rm{B}}$
$\gamma $	产品 A 在第 2 期的折价，$\gamma \in \left[ {0,1.00} \right]$
$\theta $	产品 B 与产品 A 的相似度，$\theta \in \left[ {0,1} \right]$
$v$	消费者对产品的估价，$v \sim U\left[ {0,1} \right]$
$\delta $	顾客策略程度，$\delta \in \left( {0,1.000} \right]$
$\alpha $	品牌忠诚度，$\alpha \in \left[ {0,1} \right]$
${Q_{ij}}$	产品 $i$ 在第 $j$ 期的需求，$i = {\rm{A}},{\rm{B}}$，$j = 1,2$
${\varPi _i}$	产品 $i$ 的利润，$i = {\rm{A}},{\rm{B}}$

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