| 基于消费者效用的移动服务定价策略研究 |
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| 引用本文： | 种晓丽,张金隆,满青珊,鲁耀斌.基于消费者效用的移动服务定价策略研究[J].管理学报,2011,8(12):1823-1830. |
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| 作者姓名： | 种晓丽 张金隆 满青珊 鲁耀斌 |
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| 作者单位： | 1. 华中科技大学管理学院;华中科技大学现代信息管理研究中心
2. 华中科技大学管理学院 |
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| 基金项目： | 国家自然科学基金资助项目(70731001) |
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| 摘 要： | 从移动服务产品的特征出发,以二元价值系统的效用理论为基础,从基本价值功能和超越价值功能2个方面度量移动服务产品的消费者效用。考虑在3方博弈的情况下,消费者效用对购买力的影响,通过对不同服务优势运营商定价策略的讨论,探讨了价格水平和消费者效用对运营商利润和市场份额的影响。
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| 关 键 词： | 消费者效用 移动服务 定价策略 |
Study on Mobile Services Pricing Strategy Based on Consumer Utility |
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| CHONG Xiaoli,ZHANG Jinlong,MAN Qingshan,LU Yaobin.Study on Mobile Services Pricing Strategy Based on Consumer Utility[J].Chinese JOurnal of Management,2011,8(12):1823-1830. |
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| Authors: | CHONG Xiaoli ZHANG Jinlong MAN Qingshan LU Yaobin |
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| Affiliation: | CHONG Xiaoli ZHANG Jinlong MAN Qingshan LU Yaobin(Huazhong University of Science and Technology,Wuhan,China) |
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| Abstract: | Considering the basic and surplus functional attributes of mobile services,this paper measures consumer utility of mobile service based on the binary value system of utility theory.Further,the influence of consumer utility on purchase decision under 3 party gaming is considered.By deriving the pricing strategies of the operators with different competitive advantage,the influences of price level and consumers' utility on the profit and market share of different operator are discussed. |
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| Keywords: | consumer utility mobile service pricing strategy |
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