展厅效应与消费者感知价值差异交互作用下的制造商定价研究

Research on Manufacturer Pricing under the Interaction of Showroom Effect and Consumer Perceived Value Differences

摘要: 在纯电商模式、线上 + 线下转卖模式、线上 + 线下展厅模式三种经营模式(分别为模式A、B、C)下，通过构建Stackelberg博弈模型，得出三种模式下展厅效应与消费者感知价值差异对制造商定价的影响。研究发现：(1) 在三种模式下，消费者产品差异感知度对制造商定价皆呈正向影响，在模式B、C中消费者产品差异感知度对制造商线下销售渠道定价的影响大于线上渠道定价。(2) 在模式B、C中，展厅效应对制造商定价皆呈正向影响，且线下渠道定价受其影响的程度大于线上渠道定价。(3) 模式B、C中制造商定价受到展厅效应和消费者产品差异感知度的限制，模式C定价范围小于模式B。(4) 不同模式下的制造商利润并非单一变化，制造商在模式选择时需要综合考虑展厅效应度及自身产品的差异性。

Abstract: Under three business models, pure e-commerce (Model A), online + offline resale (Model B), and online + offline showroom (Model C), this study constructs a Stackelberg game model to examine the impact of showroom effect and consumer perceived value differences on manufacturer pricing. The research reveals: (1) Across all three models, consumers’ perceived product differentiation positively influences manufacturer pricing, with a greater impact on offline channel pricing than online channel pricing in Models B and C. (2) In Models B and C, the showroom effect positively affects manufacturer pricing, exerting a stronger influence on offline channel pricing compared to online channel pricing. (3) Manufacturer pricing in Models B and C is constrained by both showroom effect and consumers’ perceived product differentiation, with Model C having a narrower pricing range than Model B. (4) Manufacturer profits do not follow a uniform pattern across different models, necessitating a comprehensive consideration of showroom effect intensity and product differentiation when selecting an appropriate business model.