【摘要】：在異質(zhì)產(chǎn)品市場(chǎng)的國(guó)內(nèi)外雙寡頭銷(xiāo)售商壟斷銷(xiāo)售背景下,本文借助Hotelling模型研究了概率銷(xiāo)售和傳統(tǒng)銷(xiāo)售策略作為決策變量的動(dòng)態(tài)博弈演化過(guò)程,系統(tǒng)演化的結(jié)果表明零售商策略的選擇受消費(fèi)者對(duì)概率銷(xiāo)售的認(rèn)同程度以及產(chǎn)品差異程度的雙重影響,同時(shí)兼顧不同類(lèi)型消費(fèi)者群體的需求:當(dāng)消費(fèi)者對(duì)概率產(chǎn)品的認(rèn)同度足以彌補(bǔ)產(chǎn)品差異的損失時(shí),消費(fèi)者會(huì)選擇概率產(chǎn)品,否則消費(fèi)者會(huì)選擇傳統(tǒng)銷(xiāo)售產(chǎn)品;對(duì)于一些不確定群體以及對(duì)概率銷(xiāo)售完全不消費(fèi)群體等特殊群體的消費(fèi)者采用傳統(tǒng)銷(xiāo)售和概率銷(xiāo)售相結(jié)合的靈活銷(xiāo)售策略.本文的結(jié)果對(duì)概率銷(xiāo)售理論研究具有一定的指導(dǎo)意義,并為概率銷(xiāo)售實(shí)踐提供了理論依據(jù).
[Abstract]:Under the background of monopolistic sales of duopoly sellers at home and abroad in heterogeneous product markets, this paper studies the dynamic game evolution process of probability sales and traditional sales strategies as decision variables by means of Hotelling model. The result of system evolution shows that the choice of retailer strategy is influenced by the degree of consumer's approval of probabilistic sales and the degree of product difference. At the same time, the needs of different types of consumer groups are taken into account: when the consumer's acceptance of probabilistic products is sufficient to compensate for the loss of product differences, consumers will choose probabilistic products, otherwise consumers will choose traditional sales products; For some uncertain groups as well as some special groups such as probabilistic sales groups such as non-consumer groups the flexible marketing strategy combining traditional sales and probability sales is adopted. The results of this paper have a certain guiding significance for the study of probabilistic sales theory and provide a theoretical basis for probabilistic sales practice.
【作者單位】： 東南大學(xué)經(jīng)濟(jì)與管理學(xué)院;武漢理工大學(xué)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金(71171048,71371049,71771051,71701158)~~
【分類(lèi)號(hào)】：F224.32;F274

【相似文獻(xiàn)】

相關(guān)期刊論文 前3條

1 司成功;;具有存貯費(fèi)用銷(xiāo)售問(wèn)題的分解算法[J];安徽工學(xué)院學(xué)報(bào);1987年Z1期

2 司成功;;銷(xiāo)售問(wèn)題的分解算法[J];應(yīng)用數(shù)學(xué)與計(jì)算數(shù)學(xué)學(xué)報(bào);1989年01期

3 周君興;基于Markov過(guò)程的一類(lèi)銷(xiāo)售管理模型[J];運(yùn)籌與管理;2003年03期

相關(guān)會(huì)議論文 前1條

1 周君興;;一類(lèi)銷(xiāo)售問(wèn)題的Markov方法研究[A];管理科學(xué)與系統(tǒng)科學(xué)進(jìn)展——全國(guó)青年管理科學(xué)與系統(tǒng)科學(xué)論文集（第4卷）[C];1997年

相關(guān)碩士學(xué)位論文 前1條

1 殷桃桃;微博話題網(wǎng)絡(luò)特性及其動(dòng)態(tài)演化研究[D];杭州電子科技大學(xué);2016年

，

本文編號(hào)：2418693