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鉴于现实世界中消费者的购买决策普遍受到“朋友”的影响,在Hotelling模型基础上,研究当消费者之间的社会关系网络满足“小世界”特性时,双寡头竞争下的产品定价策略。通过建立研究对象的多智能体模型,仿真分析了需求方的小世界网络对供应方的产品定价问题的影响。仿真结果表明市场中受他人影响的消费者数量越多,消费者受他人影响的程度越大,即消费者非完全理性程度增大,供应方能够通过抬高产品价格而获利。受到小世界网络结构的影响,其中一个供应方具有明显的价格和利润优势。并且,供应方的促销策略也因此有较大的差异。
In view of the fact that the consumers’ purchasing decisions in the real world are generally affected by the “friends”, based on the Hotelling model, when the social networks between consumers satisfy the “small world” characteristics, Product pricing strategy. By establishing a multi-agent model of the research object, the impact of the demand side’s small-world network on the supplier’s product pricing problem is simulated. The simulation results show that the greater the number of consumers affected by others in the market, the greater the influence of consumers on others, that is, the degree of imperfect rationality of consumers increases and the supplier can profit by raising the price of products. Influenced by the small-world network structure, one of the suppliers has obvious price and profit advantages. And, the supplier’s marketing strategy and therefore there is a big difference.