电商平台中绿色企业的定价策略研究：基于消费者细分的博弈视角

Research on Pricing Strategies of Green Marketing Enterprises in E-Commerce Platforms: A Game-Theoretic Perspective Based on Consumer Segmentation

摘要: 在电商平台推动绿色消费转型的背景下，企业如何通过绿色营销与定价策略实现竞争优势，已成为管理实践与学术研究的关键议题。本文基于霍特林模型，构建了一个包含绿色营销企业与普通企业的双寡头竞争模型，将消费者细分为深绿与浅绿两类，探讨了在统一定价与差异化定价策略下的企业博弈行为。通过理论推导与数值模拟，系统分析了绿色营销成本系数、消费者类型结构及偏好差异对企业定价、市场份额与利润的影响。研究发现，在电商环境中，绿色营销企业能够凭借环保属性获取价格溢价，尤其当双方采用统一定价时，其利润表现最优；而差异化定价虽可精准匹配细分需求，但也可能加剧竞争并压缩利润空间。本文从平台运营与数据赋能的角度，为企业制定绿色产品定价策略提供了理论依据与实践启示，对电商生态中的可持续竞争策略具有参考价值。

Abstract: Against the backdrop of e-commerce platforms driving the transition toward green consumption, how firms can achieve competitive advantage through green marketing and pricing strategies has become a critical issue in both managerial practice and academic research. Building on the Hotelling model, this study develops a duopoly competition framework that includes one green-marketing firm and one conventional firm. Consumers are segmented into “deep-green” and “light-green” types, and the strategic interactions between firms under uniform pricing versus differentiated pricing schemes are examined. Through theoretical derivation and numerical simulation, the study systematically investigates how the green marketing cost coefficient, the composition of consumer types, and preference heterogeneity affect firms’ pricing decisions, market shares, and profitability. The findings reveal that, in an e-commerce context, the green-marketing firm can command a price premium due to its environmental attributes—particularly under uniform pricing, where it achieves the highest profit. Although differentiated pricing allows for more precise alignment with segment-specific demand, it may intensify competition and erode profit margins. From the perspectives of platform operations and data-enabled decision-making, this research offers theoretical grounding and practical insights for firms designing pricing strategies for green products, providing valuable implications for sustainable competitive strategies within e-commerce ecosystems.