管理者态度对电商商家促销与定价策略的影响研究

The Impact of Managerial Attitude on E-Commerce Sellers’ Promotion and Pricing Strategies

摘要: 在电商平台商家的竞争环境中，管理者的主观态度常影响其对促销效果的评估，从而左右市场策略选择。乐观型管理者往往高估促销带来的边际收益，导致策略偏离理性预期。为此，本文在考虑产品质量差异的双寡头竞争框架下，引入管理者态度差异，分析低质量商家管理者持乐观态度时对市场均衡及利润格局的影响。研究表明，(1) 促销成本在竞争中具有关键约束作用，成本过低时易引发过度促销，而较高的成本水平有助于形成稳定均衡；(2) 管理者的乐观态度会强化促销强度并加剧价格竞争，使市场竞争更加激烈；(3) 该态度差异重塑了利润格局，高质量商家的利润下降，而低质量商家在一定程度上受益。

Abstract: In the competitive environment of e-commerce platform merchants, managers’ subjective attitudes often influence their assessment of promotional effectiveness, thereby shaping market strategy choices. Optimistic managers tend to overestimate the marginal benefits of promotions, leading to strategies deviating from rational expectations. To address this, this paper introduces managerial attitude differences within a duopoly competition framework that accounts for product quality variations. It analyzes the impact of optimistic attitudes among managers of low-quality merchants on market equilibrium and profit distribution. The findings reveal that: (1) Promotion costs exert a critical constraint in competition; excessively low costs may trigger excessive promotions, while higher cost levels contribute to stable equilibrium formation; (2) Managerial optimism intensifies promotion intensity and exacerbates price competition, heightening market rivalry; (3) This attitudinal divergence reshapes the profit distribution, causing profit declines for high-quality merchants while benefiting low-quality merchants to a certain extent.