基于顾客选择行为的服务产品线长度与定价策略研究

In the increasingly competitive today, satisfying consumers' differentiation and individuation demand becomes the key of winning competitive edge for service corporations, and because of the service products' characteristic of not storage and intangibility,how to decide the length of service product line, and price the service product line with dependent demands directly concerns service corporations' survive and thrive. By enclosed consumers' selective preference,perceived value and choice behavior, this project plans to investigate the decision problem about service product line's length and pricing strategies in service corporations. Firstly, the impact manner, mechanism and rule of consumer-choice behavior on service product line's length and pricing stategies are explored, and then, consumer valuation is measured, and consumer-choice behavior is described by theoritical model. Secondly, by considering consumer-choice behavior among different service products in the same service product line, decision problem about service product line's length and pricing strategies are researched in monopoly and competition environments, respectively, and then, optimal decisions under these two environments are contrasted, and some simple rules of service product line's length and pricing strategies are introduced. Lastly, simulation and positive analysis of the founded theoritical model is presented, which can provide some beneficial insights for service corporations to make decision on service product line's length and pricing strategies in different environments. It is wishing to found a suit of decision theory and method for service corporations through this project research, thereby promote the leading development of this research area, and actively exploit the application research to help our country's service corporations heighten their competitive powers.

在竞争日益激烈的今天，顾客成为服务企业获得竞争优势的关键，如何决策产品线长度，并对具有相关需求的产品线进行定价来满足顾客需求，直接关系到服务企业的生存与发展。考虑顾客的感知价值、选择偏好和行为，本项目针对服务产品线长度和定价策略展开深入的研究。首先探讨顾客选择行为对服务产品线长度、定价等的影响方式，度量顾客效用并建立选择行为模型；其次从顾客在多种产品之间的选择行为出发，分别针对垄断和竞争环境下的服务产品线长度选择以及定价决策等内容进行深入研究，并将这些环境下的最优决策进行对比分析，提出服务产品线长度和定价策略的简单规则；最后进行仿真和实证分析，为服务企业的产品线长度选择和定价策略制定等管理决策问题提供有益的参考。希望通过本项目的研究，逐步建立一套针对服务企业的产品线长度以及定价策略决策理论与方法，从而推动这一研究方向的学科前沿发展；并积极开拓这方面的应用研究，帮助我国服务企业提升竞争力。

随着顾客需求的多样化，服务企业都纷纷推出一系列产品组成产品线供顾客选择来提高市场占有率和利润，然而同一产品线中的不同产品之间以及与其他服务企业的产品之间都具有竞争性，服务企业如何在考虑顾客选择行为偏好的情况下，决策其产品线的长度以及定价策略具有重要的理论和现实意义。本项目在考虑顾客选择行为的基础上，研究服务企业的服务产品线长度和定价决策问题，为服务企业推出新产品提供决策指导。本项目的主要研究内容包括三个方面，即顾客选择行为的刻画研究，考虑顾客选择行为的产品设计策略研究以及服务产品线长度和定价决策研究。在顾客选择行为刻画方面，提出了影响顾客选择行为的价格、质量水平和响应时间等因素，然后利用效用理论刻画了顾客选择行为。在产品设计策略研究方面，将顾客选择行为的效用函数作为约束条件，建立了绿色产品设计策略和基于通用件的产品设计策略模型，提出了产品设计策略的规则。在服务产品线长度和定价决策方面，提出了服务企业决策的理论模型，发现企业需要先对市场进行细分，然后有针对性推出不同产品，提高顾客满意度，从而获得更高利润。项目执行期间，较好地完成了计划研究内容，已发表相关论文9篇，其中SCI收录3篇，出版专著1部，并且在本项目的基础上正在培养3名硕士研究生。